How intangibility affects perceived risk: the moderating role of knowledge and involvement

How intangibility affects perceived risk: the moderating role of knowledge and involvement The marketing literature suggests that product intangibility is positively associated with perceived risk and the intangibility construct encompasses three dimensions: physical intangibility, mental intangibility, and generality. The purpose of this research is to test which dimension of the intangibility construct is the most correlated with perceived risk. A survey was conducted and structural equation modeling analyses were used to test the proposed model. Results show that the mental dimension of intangibility accounts for more variance in the perceived risk construct than the other two dimensions, even when knowledge and involvement are included as moderators. Hence, the challenge for marketers might not be so much to reduce risk by physically tangibilizing goods and services, as has been advised for the past two decades, as rather to mentally tangibilize their offerings. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

How intangibility affects perceived risk: the moderating role of knowledge and involvement

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Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
0887-6045
DOI
10.1108/08876040310467907
Publisher site
See Article on Publisher Site

Abstract

The marketing literature suggests that product intangibility is positively associated with perceived risk and the intangibility construct encompasses three dimensions: physical intangibility, mental intangibility, and generality. The purpose of this research is to test which dimension of the intangibility construct is the most correlated with perceived risk. A survey was conducted and structural equation modeling analyses were used to test the proposed model. Results show that the mental dimension of intangibility accounts for more variance in the perceived risk construct than the other two dimensions, even when knowledge and involvement are included as moderators. Hence, the challenge for marketers might not be so much to reduce risk by physically tangibilizing goods and services, as has been advised for the past two decades, as rather to mentally tangibilize their offerings.

Journal

Journal of Services MarketingEmerald Publishing

Published: Apr 1, 2003

Keywords: Risk; Perception; Services marketing; Knowledge; Involvement

References

  • Perceived risk: the concept and its measurement
    Dowling, G.R.
  • Information as a product: not goods, not services
    Freiden, J.; Goldsmith, R.; Takacs, S.; Hofacker, C.F.
  • On the measurement of perceived consumer risk
    Havlena, W.J.; DeSarbo, W.S.
  • Determinants of ease of evaluation: products and services compared
    McDougall, G.H.G.
  • Perceived risk: further considerations for the marketing discipline
    Stone, R.N.; Gronhaug, K.

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