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

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  • Casidy, Riza
  • Wymer, Walter

Abstract

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.

Suggested Citation

  • Casidy, Riza & Wymer, Walter, 2016. "A risk worth taking: Perceived risk as moderator of satisfaction, loyalty, and willingness-to-pay premium price," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 189-197.
    • Handle: RePEc:eee:joreco:v:32:y:2016:i:c:p:189-197
    DOI: 10.1016/j.jretconser.2016.06.014
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