First Timers’ and Repeaters’ Perceived Value

Abstract

While it has been suggested that perceived value is the most important indicator of future purchase behavior for services, few studies have examined the underlying frame-work of perceived value. Research has also suggested the importance of identifying differences between first-time and repeat visitors. Thus, the purpose of the current study was to test the relationships between reputation, emotional response, monetary price, behavioral price, quality, perceived value, and repurchase intentions. Results from a survey of cruise line passengers revealed distinct differences between the antecedents of first-time visitors’ and repeat visitors’ perceived value. It was also found that quality was the best predictor of repurchase intentions for first timers, while perceived value was the best predictor for repeaters. Specific theoretical and managerial implications are discussed.

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