Year 2019, Volume 7, Issue 1, Pages 57 - 84 2019-05-31

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

Edin Güçlü Sözer [1]

19 32

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.

Dynamic Pricing, Discounts, Perceived Risk, Purchase Intentions
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Primary Language en
Subjects Hospitality Leisure Sport and Tourism
Journal Section Research Article
Authors

Orcid: 0000-0003-4984-4629
Author: Edin Güçlü Sözer (Primary Author)
Institution: OKAN ÜNİVERSİTESİ
Country: Turkey


Bibtex @research article { ahtr508933, journal = {Advances in Hospitality and Tourism Research (AHTR)}, issn = {2147-9100}, eissn = {2148-7316}, address = {Akdeniz University}, year = {2019}, volume = {7}, pages = {57 - 84}, doi = {10.30519/ahtr.508933}, title = {The Effect of Dynamic Pricing on Holiday Purchase Intentions: Moderated Mediation Role of Perceived Risk}, key = {cite}, author = {Sözer, Edin Güçlü} }
APA Sözer, E . (2019). The Effect of Dynamic Pricing on Holiday Purchase Intentions: Moderated Mediation Role of Perceived Risk. Advances in Hospitality and Tourism Research (AHTR), 7 (1), 57-84. DOI: 10.30519/ahtr.508933
MLA Sözer, E . "The Effect of Dynamic Pricing on Holiday Purchase Intentions: Moderated Mediation Role of Perceived Risk". Advances in Hospitality and Tourism Research (AHTR) 7 (2019): 57-84 <http://dergipark.org.tr/ahtr/issue/45580/508933>
Chicago Sözer, E . "The Effect of Dynamic Pricing on Holiday Purchase Intentions: Moderated Mediation Role of Perceived Risk". Advances in Hospitality and Tourism Research (AHTR) 7 (2019): 57-84
RIS TY - JOUR T1 - The Effect of Dynamic Pricing on Holiday Purchase Intentions: Moderated Mediation Role of Perceived Risk AU - Edin Güçlü Sözer Y1 - 2019 PY - 2019 N1 - doi: 10.30519/ahtr.508933 DO - 10.30519/ahtr.508933 T2 - Advances in Hospitality and Tourism Research (AHTR) JF - Journal JO - JOR SP - 57 EP - 84 VL - 7 IS - 1 SN - 2147-9100-2148-7316 M3 - doi: 10.30519/ahtr.508933 UR - https://doi.org/10.30519/ahtr.508933 Y2 - 2019 ER -
EndNote %0 Advances in Hospitality and Tourism Research (AHTR) The Effect of Dynamic Pricing on Holiday Purchase Intentions: Moderated Mediation Role of Perceived Risk %A Edin Güçlü Sözer %T The Effect of Dynamic Pricing on Holiday Purchase Intentions: Moderated Mediation Role of Perceived Risk %D 2019 %J Advances in Hospitality and Tourism Research (AHTR) %P 2147-9100-2148-7316 %V 7 %N 1 %R doi: 10.30519/ahtr.508933 %U 10.30519/ahtr.508933
ISNAD Sözer, Edin Güçlü . "The Effect of Dynamic Pricing on Holiday Purchase Intentions: Moderated Mediation Role of Perceived Risk". Advances in Hospitality and Tourism Research (AHTR) 7 / 1 (May 2019): 57-84. https://doi.org/10.30519/ahtr.508933