TY  - JOUR
AB  - The marketing literature suggests that product intangibility is positively associated with perceived risk and the intangibility construct encompasses three dimensions: physical intangibility, mental intangibility, and generality. The purpose of this research is to test which dimension of the intangibility construct is the most correlated with perceived risk. A survey was conducted and structural equation modeling analyses were used to test the proposed model. Results show that the mental dimension of intangibility accounts for more variance in the perceived risk construct than the other two dimensions, even when knowledge and involvement are included as moderators. Hence, the challenge for marketers might not be so much to reduce risk by physically tangibilizing goods and services, as has been advised for the past two decades, as rather to mentally tangibilize their offerings.
VL  - 17
IS  - 2
SN  - 0887-6045
DO  - 10.1108/08876040310467907
UR  - https://doi.org/10.1108/08876040310467907
AU  - Laroche Michel
AU  - Bergeron Jasmin
AU  - Goutaland Christine
PY  - 2003
Y1  - 2003/01/01
TI  - How intangibility affects perceived risk: the moderating role of knowledge and involvement
T2  - Journal of Services Marketing
PB  - MCB UP Ltd
SP  - 122
EP  - 140
Y2  - 2024/04/19
ER  -