Relative Importance of Perceived Value, Satisfaction and Perceived Risk on Willingness to Pay More
The consumer perceived value construct is a very important component in the consumer value literature and it has been identified as one of the most important measures for gaining a competitive advantage. All its consequences can be combined in a construct, defined as consumer behavior. The present a...
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| Format: | Article |
| Language: | English |
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EconJournals
2015-12-01
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| Series: | International Review of Management and Marketing |
| Subjects: | |
| Online Access: | https://dergipark.org.tr/tr/pub/irmm/issue/32086/355093?publisher=http-www-cag-edu-tr-ilhan-ozturk |
| _version_ | 1828024502905208832 |
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| author | Banu Külter Demirgüneş |
| author_facet | Banu Külter Demirgüneş |
| author_sort | Banu Külter Demirgüneş |
| collection | DOAJ |
| description | The consumer perceived value construct is a very important component in the consumer value literature and it has been identified as one of the most important measures for gaining a competitive advantage. All its consequences can be combined in a construct, defined as consumer behavior. The present article sustains the idea that consumer’s perceived value can been associated with satisfaction, which leads a behavioral intention such as willingness to pay a higher price. In the case of potentially undesirable and risky conditions, perceived risk can also be determinant of consumer behavior. Regarding the value and risk perceptions of consumers on a specific sector, this paper contributes to define these perceptions’ influences on a mobile phone industry. Accordingly, this study posits a path model of satisfaction, perceived value, risk and willingness to pay a higher price. The results suggest a link of perceived value dimensions and satisfaction with the product, also the hypothesized assumptions of the link of satisfaction and willingness to pay a higher price were supported by the results. The results also reveal negative influence of perceived risk on behavioral intention. |
| first_indexed | 2024-04-10T12:45:34Z |
| format | Article |
| id | doaj.art-b07fdf71de2142008eebc06fa9cee0c4 |
| institution | Directory Open Access Journal |
| issn | 2146-4405 |
| language | English |
| last_indexed | 2024-04-10T12:45:34Z |
| publishDate | 2015-12-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj.art-b07fdf71de2142008eebc06fa9cee0c42023-02-15T16:14:06ZengEconJournalsInternational Review of Management and Marketing2146-44052015-12-01542112201032Relative Importance of Perceived Value, Satisfaction and Perceived Risk on Willingness to Pay MoreBanu Külter DemirgüneşThe consumer perceived value construct is a very important component in the consumer value literature and it has been identified as one of the most important measures for gaining a competitive advantage. All its consequences can be combined in a construct, defined as consumer behavior. The present article sustains the idea that consumer’s perceived value can been associated with satisfaction, which leads a behavioral intention such as willingness to pay a higher price. In the case of potentially undesirable and risky conditions, perceived risk can also be determinant of consumer behavior. Regarding the value and risk perceptions of consumers on a specific sector, this paper contributes to define these perceptions’ influences on a mobile phone industry. Accordingly, this study posits a path model of satisfaction, perceived value, risk and willingness to pay a higher price. The results suggest a link of perceived value dimensions and satisfaction with the product, also the hypothesized assumptions of the link of satisfaction and willingness to pay a higher price were supported by the results. The results also reveal negative influence of perceived risk on behavioral intention.https://dergipark.org.tr/tr/pub/irmm/issue/32086/355093?publisher=http-www-cag-edu-tr-ilhan-ozturkperceived value perceived risk satisfaction willingness to pay more |
| spellingShingle | Banu Külter Demirgüneş Relative Importance of Perceived Value, Satisfaction and Perceived Risk on Willingness to Pay More International Review of Management and Marketing perceived value perceived risk satisfaction willingness to pay more |
| title | Relative Importance of Perceived Value, Satisfaction and Perceived Risk on Willingness to Pay More |
| title_full | Relative Importance of Perceived Value, Satisfaction and Perceived Risk on Willingness to Pay More |
| title_fullStr | Relative Importance of Perceived Value, Satisfaction and Perceived Risk on Willingness to Pay More |
| title_full_unstemmed | Relative Importance of Perceived Value, Satisfaction and Perceived Risk on Willingness to Pay More |
| title_short | Relative Importance of Perceived Value, Satisfaction and Perceived Risk on Willingness to Pay More |
| title_sort | relative importance of perceived value satisfaction and perceived risk on willingness to pay more |
| topic | perceived value perceived risk satisfaction willingness to pay more |
| url | https://dergipark.org.tr/tr/pub/irmm/issue/32086/355093?publisher=http-www-cag-edu-tr-ilhan-ozturk |
| work_keys_str_mv | AT banukulterdemirgunes relativeimportanceofperceivedvaluesatisfactionandperceivedriskonwillingnesstopaymore |