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...
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| Format: | Article |
| Language: | English |
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EconJournals
2015-10-01
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| Series: | International Review of Management and Marketing |
| Online Access: | https://econjournals.com/index.php/irmm/article/view/1465 |
| _version_ | 1797908290122809344 |
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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.
Keywords: Perceived Value; Perceived Risk; Satisfaction; Willingness to Pay More.
JEL Classifications: M30; M31
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| first_indexed | 2024-04-10T10:50:23Z |
| format | Article |
| id | doaj.art-dfde814253da4118bbc53fb6ac88e587 |
| institution | Directory Open Access Journal |
| issn | 2146-4405 |
| language | English |
| last_indexed | 2024-04-10T10:50:23Z |
| publishDate | 2015-10-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj.art-dfde814253da4118bbc53fb6ac88e5872023-02-15T16:20:09ZengEconJournalsInternational Review of Management and Marketing2146-44052015-10-0154Relative Importance of Perceived Value, Satisfaction and Perceived Risk on Willingness to Pay MoreBanu Külter Demirgüneş0Ahi Evran University Kırşehir TURKEY 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. Keywords: Perceived Value; Perceived Risk; Satisfaction; Willingness to Pay More. JEL Classifications: M30; M31 https://econjournals.com/index.php/irmm/article/view/1465 |
| spellingShingle | Banu Külter Demirgüneş Relative Importance of Perceived Value, Satisfaction and Perceived Risk on Willingness to Pay More International Review of Management and Marketing |
| 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 |
| url | https://econjournals.com/index.php/irmm/article/view/1465 |
| work_keys_str_mv | AT banukulterdemirgunes relativeimportanceofperceivedvaluesatisfactionandperceivedriskonwillingnesstopaymore |