The Effect of Intangibility on the Perceived Risk of Online Mass Customization: Utilitarian and Hedonic Perspectives
The Effect of Intangibility on the Perceived Risk of Online Mass Customization: Utilitarian and Hedonic Perspectives
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无形性对在线大规模定制感知风险的影响：功利主义和享乐主义观点
DOI：
10.2224/sbp.2015.43.3.457
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发表时间：
2015
期刊：
影响因子：
--
通讯作者：
Hyun
中科院分区：
文献类型：
--
作者：
Heekang Moon;Hyun
本文从实用性（有用性）和享乐性（享受性）两个角度考察了无形性对在线大规模定制（OMC）感知风险的影响。我们收集了400个有效的回答，使用在韩国的在线调查。无形性的一般性和心理无形性都对感知风险的功利性和享乐性有显著影响。此外，知觉风险对使用者使用OMC的意愿有显著影响。结果提供了一个更好的理解的作用，无形的OMC在预测消费者的反应。实际影响进行了讨论。
We examined the effect of intangibility on the perceived risk of online mass customization (OMC) from utilitarian (usefulness) and hedonic (enjoyment) perspectives. We collected 400 valid responses using an online survey in Korea. Both generality of intangibility and mental intangibility had a significant effect on the utilitarian and hedonic aspects of perceived risk. In addition, perceived risk had a significant effect on user intention toward OMC. The results provided a better understanding of the role of intangibility in OMC in terms of predicting consumers’ responses. Practical implications are discussed.