Re-examining B2B calculative commitment and its impact on willingness-to-pay a premium price

Purpose This study aims to explore the relationship between calculative commitment and the willingness-to-pay a premium price (WTP) among business-to-business (B2B) buyers. Design/methodology/approach This study tested the hypotheses using a survey that involved a sample of 389 top executives from US-based small and medium-sized enterprises. Findings This study demonstrates that the effects of both positive and negative calculative commitment on WTP are mediated by normative commitment. However, the impact of negative calculative commitment on WTP through normative commitment is only significant in highly competitive and technologically turbulent environments. Practical implications By unpacking how positive and negative calculative commitment enhances WTP through the role of normative commitment, this study provides valuable insights for B2B firms to maintain their premium price level by leveraging specific dimensions of customer commitment. Originality/value This study addresses the lack of clarity in prior research regarding the distinct impact of positive and negative calculative commitment by examining its underlying mechanism and boundary conditions in B2B relationships.