The moderating effect of uncertainty‐avoidance on overall perceived value of a service purchased online

Abstract

Purpose -The aim of this study is to analyze differences in the overall perceived value of a service purchased online, and the consequences for international consumer behavior, taking consumers' uncertainty avoidance as a moderating variable. Design/methodology/approach -A questionnaire was administered to 300 international consumers (150 British and 150 Spanish) who had purchased a service via the internet. SEM was chosen to analyze the effect of uncertainty avoidance on the formation of overall perceived value. Findings -The results reveal that in the formation of overall perceived value -which embraces both the online purchase and also enjoyment of the service -uncertainty avoidance has a moderating effect. Research limitations/implications -In this study just two cultures were to analyze the moderating effect of uncertainty avoidance on an overall perceived value model. Practical implications -The paper helps in understanding the role played by uncertainty avoidance in interactions with web-based businesses. Originality/value -This paper represents an advance in the study of overall perceived value. It explores how overall perceived value is formed when the entire purchasing process is taken into account, and the variations that occur in this process depending on whether it relates to Spanish or British consumers.

The influence of purchase-related risk perceptions on relationship commitment

“…Hypothesis four was left unsupported as time-loss risk was not identified in our data. In line with the suggestions of Kumar and Seth (1998), Munnukka and Järvi (2008), and Sabiote et al (2012), a negative relationship was found between procedural control and perceived risks. The relationship was confirmed as unidirectional as no statistically significant opposite relationship was detected.…”

“…Finally, this study explored how buying situation moderates the links between procedural control and purchase-related risks as well as purchase risks and relationship commitment, which were suggested by for example Kumar andSeth (1998), Laios andMoschuris (2001), Munnukka and 20 Järvi (2008), and Sabiote et al (2012). As new task situations are more often subject of higher purchase risks than rebuy situations, it was anticipated that the paths in the research model would be stronger in new task situations (H5 and H10).…”

“…Kirkhaug (2010) shows a positive causal relationship with the extent to which an organization's employees were exposed to rules and the procedures and with their level of perceived risks. Sabiote et al (2012) suggest that in buying 8 situations where the buyer and seller do not enjoy a strong customer relationship, tighter control procedures are imposed in order to lower the perceived risks. Also the findings of Kumar and Seth (1998) H5: Buying situation has a moderating effect on the links between the use of procedural control and the dimensions of purchase-related risk perceptions.…”

Promoting interactions between lecturers and students in classrooms via mobile technologies: An empirical study

“…Uncertainty avoidance was also found to have a moderating effect for both consumer overall perceived value and enjoyment of online purchases (Sabiote, Frías, & Castañeda, 2012). Aykut's (2009) study on e-government acceptance revealed high levels of uncertainty avoidance negatively lowers acceptance.…”

Pengaruh Systemic Fairness Dari Layanan Internet Banking Terhadap Customer Satisfaction Dengan Customer Trust Dan Customer Perceived Value Sebagai Variabel Intervening

“…Untuk pelanggan e-commerce, value yang dirasakan adalah salah satu alasan utama untuk terlibat dalam transaksi online. Para peneliti telah mengamati bahwa sejumlah besar pelanggan e-commerce termotivasi oleh harga yang rendah, yang mempengaruhi sebagian tingkat "give" atau "cost" dari value yang dirasakan (Sabiote et al, 2012;. Tanaka, 1999).…”