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

Authors

  • Banu Külter Demirgüneş Ahi Evran University Kırşehir TURKEY

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 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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Published

2015-10-14

How to Cite

Külter Demirgüneş, B. (2015). Relative Importance of Perceived Value, Satisfaction and Perceived Risk on Willingness to Pay More. International Review of Management and Marketing, 5(4), 211–220. Retrieved from https://www.econjournals.com/index.php/irmm/article/view/1465

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Articles