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

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  • Banu Külter Demirgüneþ

    ( Department of Business Administration, Faculty of Economics and Administrative Sciences, Ahi Evran University, Kýrþehir, 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 (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.

Suggested Citation

  • Banu Külter Demirgüneþ, 2015. "Relative Importance of Perceived Value, Satisfaction and Perceived Risk on Willingness to Pay More," International Review of Management and Marketing, Econjournals, vol. 5(4), pages 211-220.
    • Handle: RePEc:eco:journ3:2015-04-03
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    Perceived Value; Perceived Risk; Satisfaction; Willingness to Pay More;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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