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

Banu Külter Demirgüneþ
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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
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