真正的新服务:感知风险和采用意图

Q3 Business, Management and Accounting

Services Marketing Quarterly Pub Date : 2021-10-25 DOI:10.1080/15332969.2021.1994193

Selen Savas-Hall, P. Koku, Tamara F. Mangleburg

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引用次数: 2

摘要

摘要本文考察了感知风险的各个方面(财务、绩效、社会、心理、时间、隐私)对消费者对真正的新服务(RNS)的态度和采用意愿的影响。在感知风险理论、理性行为理论和技术接受模型的基础上，构建了一个概念框架。采用结构方程模型进行分析。主要是发现财务风险、心理风险和整体风险与态度负相关。然而，时间、隐私和社会风险是正相关的。我们的研究结果表明，提供RNS的公司在制定营销策略之前应该考虑特定类型的风险。图形抽象

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Really New Services: Perceived Risk and Adoption Intentions

Abstract This paper examines the influence of various facets of perceived risk (financial, performance, social, psychological, time, privacy) on consumers’ attitude toward really-new services (RNS) and their adoption intentions. A conceptual framework is developed based on perceived risk theory, theory of reasoned action and technology acceptance model. Structural equation modeling is used for analysis. Mainly, financial risk, psychological risk and overall risk are found to be negatively related to attitudes. However, time, privacy and social risks are found to be positively related. Our findings suggest that firms offering RNS should consider specific types of risks before they develop their marketing strategies. Graphical Abstract

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来源期刊

Services Marketing Quarterly Business, Management and Accounting-Business, Management and Accounting (miscellaneous)

CiteScore

2.40

自引率

0.00%

发文量

期刊介绍： Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.