Exploring How Intangibility Affects Perceived Risk
研究发现产品无形性会提高消费者的感知风险，但以往研究多将无形性和感知风险视为单一维度。本文考察了无形性的多个维度（物理、心理、一般性）对不同类型风险的影响，并对比了商品与服务、通用产品与品牌、线上与线下购买情境的差异。
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.