Antecedents and consequences of perceived investment value
Karjaluoto, H., & Puustinen, P. (2014). Antecedents and consequences of perceived investment value. In Proceedings of the 43rd EMAC Annual Conference. European Marketing Academy.
© the Authors & European Marketing Academy, 2014.
To gain a more comprehensive view to non-institutional investment behavior, this study develops and tests a set of hypotheses linking self-congruence, risk profile and investment experience with perceived investment value (PIV). In addition, the study tests direct and indirect effects of PIV on positive word-of-mouth. The hypotheses are tested on data from 440 private investors. The findings reveal that 1) self-congruence and risk profile are positively associated with five out of six of the PIV dimensions, 2) the relationship between PIV and word-of-mouth are more complex than is generally thought, and 3) user experience moderates four out of the twelve hypothesized paths. The study contributes to our understanding of the antecedents and consequences of PIV.