Risk Perception and Reduction in the Purchase of Consumer Services
Risk Perception and Reduction in the Purchase of Consumer Services
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DOI：
10.1080/02642069300000068
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发表时间：
1993-10
影响因子：
9.4
通讯作者：
V. Mitchell;M. Greatorex
中科院分区：
文献类型：
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作者：
V. Mitchell;M. Greatorex
研究表明，服务的四个主要特征，即无形性、异质性、易腐烂性和不可分离性，通过降低购买的确定性，大大增加了购买服务时的感知风险程度。对文献的回顾表明，仅有两项研究考虑了商品和服务之间风险的差异。本研究更详细地报告了感知风险、其组成部分损失以及十四个风险缓解者在购买六项服务中的有用性的差异。结果证实了服务比产品风险更大的假设，并且这种风险主要是由于购买服务的额外不确定性造成的。报告了六种服务产品的损失的重要性和风险缓解措施的有用性，并指出财务损失是最重要的损失，品牌忠诚度是最重要的风险缓解措施。
It is suggested that the four main characteristics of services, intangibility, heterogeneity, perishability and inseparability, greatly increase the degree of perceived risk in the purchase of services by decreasing the certainty with which purchases can be made. A review of the literature shows that the only two studies have considered the difference in risk between goods and services. The present study reports in more detail on the differences in perceived risk, its component losses and of the usefulness of fourteen risk relievers in the purchase of six services. The results confirm the hypothesis that services are riskier than products and that this riskiness is primarily due to extra uncertainty in the purchase of services. The importance of losses and the usefulness of risk relievers for six service offerings are reported and indicate financial loss as being the most important loss and brand loyalty as most important risk reliever.