... is performed that allows conclusions to be drawn about potential correlations between individual psychological factors and willingness to pay (WTP). Design/methodology/approach An extended model of the theory of planned behaviour (TPB) was developed based on a literature review and applied to a sample...

...Ruoyuan Wang; Chung-Shing Chan Purpose This study investigates how the perceived value of payment methods affects the transaction experience at the Christmas market and how this experience influences consumer willingness to pay. Additionally, this study examines the mediating role of transaction...

... is to examine the effect of the perceived value through the attendee’s willingness to pay for the event. The authors also describe the respondents (the “cheap talkers”) who indicated that they are willing to pay for a festival but when compared to other groups their opinion is different. Design/methodology...