Abstract
At the BoP, one key challenge is affordability of products
that could improve living conditions. We thus investigate the
opportunities of providing BoP consumers with access to
goods they could not afford to own. In an experimental study,
we examined the influence of access on purchase/usage
intention, the moderating role of income, and the mediating
role of risk perception. The results indicate that BoP consumers
exhibit a higher intention to access than to own and that this
effect is explained by the higher financial risk of ownership.
Additionally, intriguing findings regarding the moderation of
income were found.
that could improve living conditions. We thus investigate the
opportunities of providing BoP consumers with access to
goods they could not afford to own. In an experimental study,
we examined the influence of access on purchase/usage
intention, the moderating role of income, and the mediating
role of risk perception. The results indicate that BoP consumers
exhibit a higher intention to access than to own and that this
effect is explained by the higher financial risk of ownership.
Additionally, intriguing findings regarding the moderation of
income were found.
| Original language | English |
|---|---|
| Title of host publication | EMAC 2015 |
| Subtitle of host publication | Collaboration in Research |
| Place of Publication | Leuven |
| Publisher | European Marketing Academy |
| Number of pages | 1 |
| ISBN (Print) | 9789082383390 |
| Publication status | Published - 27 May 2015 |
| Externally published | Yes |
| Event | European Marketing Academy Annual Conference (44th :2015) - Leuven, Belgium Duration: 26 May 2015 → 29 May 2015 |
Conference
| Conference | European Marketing Academy Annual Conference (44th :2015) |
|---|---|
| Country/Territory | Belgium |
| City | Leuven |
| Period | 26/05/15 → 29/05/15 |