A risk worth taking: Perceived risk as moderator of satisfaction, loyalty, and willingness-to-pay premium price

By Riza Casidy, Walter Wymer. 2016

218 citations recorded by the source corpus.

This research investigates the moderating role of perceived risk in the relationship between satisfaction, loyalty, and willingness to pay premium price (WTP). A total of 364 respondents were recruited from Amazon's Mechanical Turk panel. Financial, social, performance, and psychological risks have significant negative effects on the relationship between satisfaction and WTP, whereas only financial risks have significant negative effects on the relationship between loyalty and WTP. Using moderated mediation analysis, we found that the mediating effects of loyalty diminish significantly in high social risk conditions and diminish completely in high financial risk conditions.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/c65aa0c165ce39d542781388b0f813eb17bf0ff3

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. M. K. Hasan
2. Md. Faridul Islam
3. A. Ismail

In Organizational Behavior and Human Resource Management

1. M. K. Hasan
2. Md. Faridul Islam
3. A. Ismail

In Sociology and Political Science

1. M. K. Hasan
2. Md. Faridul Islam
3. A. Ismail

Citations in the corpus

• Tourist risk perceptions and revisit intention: A critical review of literature (2017, background): “Even though, a few studies in this context discussed destination risk and satisfaction (e.g. Casidy & Wymer, 2016; Fornell, Rust, & Dekimpe, 2010), and attitude (Lu, Yeh, & Chen, 2016; Quintal et al., 2010), the relationship between satisfaction and attitude is fairly ignored due to overlapping…”