THE EFFECT OF DYNAMIC PRICING ON HOLIDAY PURCHASE INTENTIONS: MODERATED MEDIATION ROLE OF PERCEIVED RISK

dc.authorid Sozer, Edin Guclu/0000-0003-4984-4629
dc.authorscopusid 57209855652
dc.authorwosid Sozer, Edin Guclu/D-5075-2016
dc.contributor.author Sozer, Edin Guclu
dc.date.accessioned 2024-05-25T11:41:10Z
dc.date.available 2024-05-25T11:41:10Z
dc.date.issued 2019
dc.department Okan University en_US
dc.department-temp [Sozer, Edin Guclu] Okan Univ, Fac Business & Adm Sci, Istanbul, Turkey en_US
dc.description Sozer, Edin Guclu/0000-0003-4984-4629 en_US
dc.description.abstract This study targets to measure the effect of dynamic pricing offers on the purchase intentions of consumers for a winter holiday by taking into consideration a moderated mediator role of perceived risk on this effect. The study employs an experimental design with discount level and timing of the offer (offer recency) as the manipulated conditions. The findings confirm that discount offers have positive direct effect and perceived risk has a negative direct effect on purchase intentions. The levels of discount and perceived risk, independently from each other, determine the level of purchase intentions. On the other hand, the effect of discount offers on purchase intentions is mediated by the perceived risk level of consumers. Finally, the timing of the discount offers moderates the effect of perceived risk on purchase intentions and eventually generates a moderated mediation role for perceived risk on the influence of discount offers on purchase intentions. Based on the findings of this study, some practical implications are provided. en_US
dc.identifier.citationcount 5
dc.identifier.doi 10.30519/ahtr.508933
dc.identifier.endpage 84 en_US
dc.identifier.issn 2147-9100
dc.identifier.issn 2148-7316
dc.identifier.issue 1 en_US
dc.identifier.scopus 2-s2.0-85068931414
dc.identifier.scopusquality Q3
dc.identifier.startpage 57 en_US
dc.identifier.uri https://doi.org/10.30519/ahtr.508933
dc.identifier.uri https://hdl.handle.net/20.500.14517/1491
dc.identifier.volume 7 en_US
dc.identifier.wos WOS:000502708700004
dc.language.iso en
dc.publisher Akdeniz Univ Tourism Fac en_US
dc.relation.publicationcategory Makale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı en_US
dc.rights info:eu-repo/semantics/openAccess en_US
dc.scopus.citedbyCount 7
dc.subject dynamic pricing en_US
dc.subject discounts en_US
dc.subject perceived risk en_US
dc.subject purchase intentions en_US
dc.title THE EFFECT OF DYNAMIC PRICING ON HOLIDAY PURCHASE INTENTIONS: MODERATED MEDIATION ROLE OF PERCEIVED RISK en_US
dc.type Article en_US
dc.wos.citedbyCount 5

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