Breadcrumb

 
 

How product intangibility and its moderators affect perceived risk in online shopping setting

Title:

How product intangibility and its moderators affect perceived risk in online shopping setting

Fan, Di (2005) How product intangibility and its moderators affect perceived risk in online shopping setting. Masters thesis, Concordia University.

[img]
Preview
PDF - Accepted Version
3192Kb

Abstract

Online shopping has become one of the most rapidly growing forms of shopping. Meanwhile, compared with traditional shopping, consumers perceive it as more risky. Previous studies have found that there is a relation between product intangibility and consumers' perceived risk. Since these studies did not use an experimental method to manipulate product intangibility, they could not reveal a causal relationship between product intangibility and perceived product related risk in an online setting. The primary objective of the present study is to examine the causal relationship of the product intangibility and various types of product risk in an online shopping environment. Online experimental tests based on student samples are designed for this research objective. The study model includes two antecedents: one is product intangibility and the other is shoppers' concern for web security and personal privacy. At the same time, the moderating effect of the concern for web security and personal privacy on the relationship between product intangibility and product related risk is examined. The result of the research indicates that product intangibility and concern for personal privacy both are reasons of producing product related risk in an online setting. Theoretical and practical contributions to the marketing are discussed.

Divisions:Concordia University > John Molson School of Business
Item Type:Thesis (Masters)
Authors:Fan, Di
Pagination:x, 94 leaves : ill. ; 29 cm.
Institution:Concordia University
Degree Name:M. Sc. Admin.
Program:John Molson School of Business
Date:2005
Thesis Supervisor(s):Laroche, Michel
ID Code:8489
Deposited By:Concordia University Libraries
Deposited On:18 Aug 2011 14:26
Last Modified:18 Aug 2011 14:26
Related URLs:
All items in Spectrum are protected by copyright, with all rights reserved. The use of items is governed by Spectrum's terms of access.

Repository Staff Only: item control page

Document Downloads

More statistics for this item...

Concordia University - Footer