Advanced Search

Journal Navigation

Journal Home

Subscriptions

Archive

Contact Us

Table of Contents

CiteULike is a free service for managing and discovering scholarly references - click here to get started.

Sign In to gain access to subscriptions and/or personal tools.
Journal of Service Research
This Article
Right arrow Full Text (PDF)
Right arrow Full Text (OnlineFirst PDF)
Right arrow References
Right arrow Alert me when this article is cited
Right arrow Alert me if a correction is posted
Right arrow Citation Map
Services
Right arrow Email this article to a friend
Right arrow Similar articles in this journal
Right arrow Alert me to new issues of the journal
Right arrow Add to Saved Citations
Right arrow Download to citation manager
Right arrowRequest Permissions
Right arrow Request Reprints
Right arrow Add to My Marked Citations
Citing Articles
Right arrow Citing Articles via HighWire
Right arrow Citing Articles via Google Scholar
Right arrow Citing Articles via Scopus
Google Scholar
Right arrow Articles by Laroche, M.
Right arrow Articles by Yang, Z.
Right arrow Search for Related Content
Social Bookmarking
Add to CiteULike   Add to Complore   Add to Connotea   Add to Del.icio.us   Add to Digg   Add to Reddit   Add to Technorati   Add to Twitter  
What's this?

Exploring How Intangibility Affects Perceived Risk

Michel Laroche

Concordia University, laroche{at}jmsb.concordia.ca

Gordon H. G. McDougall

Wilfrid Laurier University

Jasmin Bergeron

University of Quebec in Montreal

Zhiyong Yang

Concordia University

Studies have found that product intangibility increases consumers’ perception of risk. However, most of these studies measured the intangibility and perceived risk constructs unidimensionally. The primary objective of this article is to examine the effects of the multiple dimensions of intangibility on the various types of risk. An empirical investigation revealed that, of the three intangibility dimensions, physical intangibility was the least correlated to the consumers’ perception of risk in most situations, whereas mental intangibility and generality had a great impact on most dimensions of perceived risk. However, there were variations in the strength of the relationships between the intangibility dimensions and the risk dimensions when contrasting goods and services, generic products and brands, and online and offline purchase contexts. Theoretical and practical contributions to the service marketing literature are discussed.

Key Words: intangibility • perceived risk • services marketing • structural equation modeling

Journal of Service Research, Vol. 6, No. 4, 373-389 (2004)
DOI: 10.1177/1094670503262955
Add to CiteULike CiteULike   Add to Complore Complore   Add to Connotea Connotea   Add to Del.icio.us Del.icio.us   Add to Digg Digg   Add to Reddit Reddit   Add to Technorati Technorati   Add to Twitter Twitter    What's this?


This article has been cited by other articles:


Home page
 Journal of Service ResearchHome page
T. Falk, J. Schepers, M. Hammerschmidt, and H. H. Bauer
Identifying Cross-Channel Dissynergies for Multichannel Service Providers
Journal of Service Research, November 1, 2007; 10(2): 143 - 160.
[Abstract] [PDF]