Relative Importance of Perceived Value, Satisfaction and Perceived Risk on Willingness to Pay More

Banu Külter Demirgüneþ
Additional contact information
Banu Külter Demirgüneþ: Department of Business Administration, Faculty of Economics and Administrative Sciences, Ahi Evran University, Kýrþehir, Turkey.

International Review of Management and Marketing, 2015, vol. 5, issue 4, 211-220

Abstract: 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 (WTP) a higher price. In the case of potentially undesirable and risky conditions, perceived risk (PR) 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 WTP 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 WTP a higher price were supported by the results. The results also reveal negative influence of PR on behavioral intention.

Keywords: Perceived Value; Perceived Risk; Satisfaction; Willingness to Pay More (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.econjournals.com/index.php/irmm/article/download/1465/pdf (application/pdf)
http://www.econjournals.com/index.php/irmm/article/view/1465/pdf (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eco:journ3:2015-04-03

Access Statistics for this article

International Review of Management and Marketing is currently edited by Ilhan Ozturk

More articles in International Review of Management and Marketing from Econjournals
Bibliographic data for series maintained by Ilhan Ozturk (ilhanozturk@yahoo.com).