THE EFFECT OF INTANGIBILITY ON THE PERCEIVED RISK OF ONLINE MASS CUSTOMIZATION: UTILITARIAN AND HEDONIC PERSPECTIVES

被引：5
|
作者：
Moon, Heekang [1 ]
Lee, Hyun-Hwa [2 ]
机构：
[1] Pai Chai Univ, Dept Home Econ Educ, Taejon, South Korea
[2] Inha Univ, Coll Human Ecol, Inchon 402751, South Korea
来源：
SOCIAL BEHAVIOR AND PERSONALITY | 2015年 / 43卷 / 03期
关键词：
intangibility; generality of intangibility; mental intangibility; perceived risk; perceived usefulness; perceived enjoyment; user intention; online mass customization; ACCEPTANCE; INTERNET; IMPACT; MODEL;
D O I：
10.2224/sbp.2015.43.3.457
中图分类号：
B84 [心理学];
学科分类号：
04 ; 0402 ;
摘要：
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.
引用
收藏
页码：457 / 466
页数：10
相关论文
共 29 条
123