Current Search: Regulatory focus Psychology (x)
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Title
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Perceived Risk and Consumer Adoption of Service Innovations.
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Creator
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Savas, Selen, Koku, Paul Sergius, Florida Atlantic University, College of Business, Department of Marketing
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Abstract/Description
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This study examines the influence of various facets of perceived risk on the attitudes toward really new services (RNS) and adoption intentions. Although there is considerable research examining perceived risk and consumer adoption of innovations, three aspects of the relationship have been neglected. First, much of the research on really new innovations is product-focused with little attention to services. Second, there is limited research examining perceived risk as a multidimensional...
Show moreThis study examines the influence of various facets of perceived risk on the attitudes toward really new services (RNS) and adoption intentions. Although there is considerable research examining perceived risk and consumer adoption of innovations, three aspects of the relationship have been neglected. First, much of the research on really new innovations is product-focused with little attention to services. Second, there is limited research examining perceived risk as a multidimensional construct. Third, consumer characteristics that affect the relationship between perceived risks and adoption intentions have not been included in most of the innovation studies. Thus, this study seeks to provide answers to the questions of “which types of perceived risk are more likely to affect adoption intentions of RNS?” and “which consumer characteristics affect the relationship between perceived risks and adoption intentions of RNS?”. The findings of the study show the influence of perceived risk in the service innovations area. We contribute to theory and practice by identifying the specific risks that cause consumers to resist adopting RNS as well as showing the explanatory power of Regulatory Focus Theory (RFT) to understand why consumers react differently when they encounter service innovations.
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Date Issued
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2017
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PURL
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http://purl.flvc.org/fau/fd/FA00004805, http://purl.flvc.org/fau/fd/FA00004805
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Subject Headings
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Consumer behavior., Customer services., Risk perception., Regulatory focus (Psychology)
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Format
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Document (PDF)
