TY - JOUR
T1 - A risk worth taking
T2 - Perceived risk as moderator of satisfaction, loyalty, and willingness-to-pay premium price
AU - Casidy, Riza
AU - Wymer, Walter
PY - 2016/9/1
Y1 - 2016/9/1
N2 - 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.
AB - 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.
KW - Loyalty
KW - Moderated mediation
KW - Risks
KW - Satisfaction
KW - Structural equation modelling
KW - Willingness-to-pay
UR - http://www.scopus.com/inward/record.url?scp=84977606809&partnerID=8YFLogxK
U2 - 10.1016/j.jretconser.2016.06.014
DO - 10.1016/j.jretconser.2016.06.014
M3 - Article
AN - SCOPUS:84977606809
SN - 0969-6989
VL - 32
SP - 189
EP - 197
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
ER -