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Direct and indirect effects of perceived price on perceived value of mobile phones

Effets directs et indirects du prix perçu sur la valeur perçue des téléphones mobiles

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Abstract

Nowadays many leading companies understand that creating outstanding customer value is necessary to achieving sustainable market success. The main problem discussed in this article is the examination of factors affecting perceived value, emphasizing the relationship between perceived price and perceived value. Based on literature and their own findings, the authors designed a model of relationships between researched factors. This model was tested using structural equation modeling. The results reflected that statistically significant relationships exists and that perceived price has direct as well as indirect efects on perceived product value.

Résumé

De nombreuses sociétés importantes ont compris aujourd’hui que la création de valeur pour le client est nécessaire pour obtenir un succès durable sur le marché. Le principal problème discuté dans l’article est l’examen des facteurs qui déterminent la valeur perçue, en insistant sur les relations entre prix perçu et valeur perçue. A partir de la littérature et de leurs propres résultats, les auteurs ont conçu un modèle des relations entres les facteurs étudiés. Ce modèle a été testé par modélisation d’équations structurales. Les résultats révèlent l’existence de relations statistiquement significatives et l’existence d’effets directs et indirects du prix perçu sur la valeur perçue du produit.

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Authors and Affiliations

  1. Faculty of Economics and Business, Marketing Department, University of Maribor, Razlagova 14, 2000, Maribor, Slovenia

    Aleksandra Pisnik Korda & Boris Snoj

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  1. Aleksandra Pisnik Korda
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  2. Boris Snoj
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Correspondence to Aleksandra Pisnik Korda or Boris Snoj.

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Korda, A.P., Snoj, B. Direct and indirect effects of perceived price on perceived value of mobile phones. Ann. Telecommun. 62, 967–989 (2007). https://doi.org/10.1007/BF03253301

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  • DOI: https://doi.org/10.1007/BF03253301

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