The Effect of Dynamic Pricing on Holiday Purchase Intentions: Moderated Mediation Role of Perceived Risk

Sözer, Edin Güçlü

doi:10.30519/ahtr.508933

Cited by 9 publications

(3 citation statements)

References 78 publications

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“…Stimulus in the form of reviews in an online environment is proposed as an instrument to reduce the perceived risk (organism) for building a positive response in the form of behavioral intention. Past researchers have investigated the role of perceived risk in varied contexts such as business-to-business (Paulssen et al ., 2014; Zhang and Li, 2019), online retailing (Gautam and Sharma, 2019), vacations (Sözer, 2019) and green product purchases (Chen and Chang, 2012). Chaudhuri (2000) discussed the multitude of roles that perceived risk may play based on product involvement and eventually indulging in information search.…”

Section: Discussionmentioning

confidence: 99%

Online reviews towards reducing risk

Yadav

Verma²,

Chikhalkar³

2023

JTF

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PurposeThis paper aims to examine the impact of online reviews on behavioral intentions via perceived risk. Perceived risk is both analytical and emotional. Stimulus–organism–response (S–O–R) framework guided this study to explore the interaction between online reviews, perceived risk and behavioral intentions.Design/methodology/approachThe conceptual model proposed in this research has been validated using confirmatory factor analysis (CFA) and structural equation modeling to assess the measurement model and the validity of the scale, based on primary responses collected from 473 travelers.FindingsFindings of this study suggest the role of online consumer reviews in reducing the perceived risk associated with experience dominant services like tourism. Process model test proves the mediating role of perceived risk between online reviews and behavioral intentions. Results indicate the significance of online review in lowering the perceived risk leading to positive behavioral intentions.Practical implicationsDestination marketing organizations (DMOs) should understand the role of online reviews in effectively reducing risk and uncertainty, thereby influencing behavioral intentions.Originality/valueThis paper is unique in attempting to empirically examine the mediating role of perceived risk between online reviews and behavioral intentions. The study is a forerunner in using S–O–R framework to test the interaction between online review, perceived risk and behavioral intention.

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Section: Discussionmentioning

confidence: 99%

Online reviews towards reducing risk

Yadav

Verma²,

Chikhalkar³

2023

JTF

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“…The results also conform to the consumption development trend under the background of the digital service economy. For example, information elements such as live-stream shopping ( Sun et al, 2019 ; Ma, 2021 ) and festival discount activities ( Sozer, 2019 ; Sung, 2020 ; Zane et al, 2021 ) have a great impact on promoting consumption behavior.…”

Section: Discussionmentioning

confidence: 99%

A Data-Driven Expectation Prediction Framework Based on Social Exchange Theory

et al. 2022

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Along with the rapid application of new information technologies, the data-driven era is coming, and online consumption platforms are booming. However, massive user data have not been fully developed for design value, and the application of data-driven methods of requirement engineering needs to be further expanded. This study proposes a data-driven expectation prediction framework based on social exchange theory, which analyzes user expectations in the consumption process, and predicts improvement plans to assist designers make better design improvement. According to the classification and concept definition of social exchange resources, consumption exchange elements were divided into seven categories: money, commodity, services, information, value, emotion, and status, and based on these categories, two data-driven methods, namely, word frequency statistics and scale surveys, were combined to analyze user-generated data. Then, a mathematical expectation formula was used to expand user expectation prediction. Moreover, by calculating mathematical expectation, explicit and implicit expectations are distinguished to derive a reliable design improvement plan. To validate its feasibility and advantages, an illustrative example of CoCo Fresh Tea & Juice service system improvement design is further adopted. As an exploratory study, it is hoped that this study provides useful insights into the data mining process of consumption comment.

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“…being loyal to a destination for future visits and vaxication intention) and increase sales in the short term (Zaman et al , 2021b). Similarly, it is suggested that travelers have access to information about holiday packages, including coupon offers and discounts, and evaluate the benefits of promotional and incentives offers, which positively affect consumers’ holiday packages and tourists intentions to visit the destination (Sozer, 2019). Market mavens, with their extensive knowledge and expertise, can influence the adoption and dissemination of travel incentives.…”

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

Market mavenism, tourists’ co-creation experience, loyalty, vaxication intention: mediating role of travel incentives in the post-COVID-19 environment

Abbas,

Khwaja,

Abbasi

et al. 2023

CBTH

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Purpose The purpose of this study is to examine the relationships between market mavenism, tourists’ cocreation experience, loyalty and the mediating role of travel incentives in the post-COVID-19 tourism environment in the context of vaxication intentions in Turkey. Design/methodology/approach This study used covariance-based structural equation modeling to empirically test the proposed hypotheses. A total of 348 respondents participated in the survey. Findings The findings of this study support the assumption that market mavenism (MM) engage in cocreating and sharing travel experiences (CCTE). Furthermore, the study reveals that market mavens tend to demonstrate loyalty (LTY) toward service providers when engaging in cocreation with travel industry professionals. In addition, the study establishes the significant mediating effect of travel incentives (TI) between MM and vaxication intention (VI). Research limitations/implications The study uses the theory of planned behavior to examine tourists’ intentions for vaxication and the psychological factors influencing their decisions, while also using the macro–micro theory to explore industry-level factors like market mavens and customer engagement, leading to a comprehensive understanding of COVID-19 vaccination and tourism behavior. Further research is needed to address limitations such as country diversity, multiple locations and service providers, online behavior analysis, authenticity perception and identification of market mavens’ personality traits and travel preferences. Originality/value This study contributes to the scholarly literature in several ways. First, it explores the influence of market mavens on tourism experience cocreation and customer loyalty during the postpandemic era. Second, it empirically examines the mediating role of travel incentives, adding to the understanding of market mavens and vaccination intentions. Lastly, the study addresses the implications during and after the COVID-19 for managers and service providers in the tourism industry.

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The Effect of Dynamic Pricing on Holiday Purchase Intentions: Moderated Mediation Role of Perceived Risk

Cited by 9 publications

References 78 publications

Online reviews towards reducing risk

Online reviews towards reducing risk

A Data-Driven Expectation Prediction Framework Based on Social Exchange Theory

Market mavenism, tourists’ co-creation experience, loyalty, vaxication intention: mediating role of travel incentives in the post-COVID-19 environment

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