RISK PERCEPTION AND INFORMATION SOURCE USE FOR PRODUCTS DIFFERING IN SERVICE PROPERTIES

The purpose of this dissertation research was to empirically define and examine risk perceptions of consumers and identify the use of information sources associated with products with varying service-like attributes. Marketing and consumer behavior literature was reviewed and the theoretical implications of service products on consumer perceptions and behavior were identified. The literature indicated that previous work in the area of services marketing has been largely theoretical, with empirical efforts focused in the area of marketing management and comparatively few studies addressing consumer behavior, per se. It was noted that previous studies examining consumer behavior in this area were deficient in terms of operationalizations of service products and experimental control. A conceptual framework for organizing products was proposed, based upon the degree to which a product may be perceived to possess service- and good-like attributes.;The experimental phase of the research was characterized by the administration of a hypothetical purchase scenario to 256 students enrolled in marketing courses at a major southwest university. In a repeated measures design, subjects were presented with a questionnaire which tapped risk and gain perceptions and information source use preferences for products of differing service attributes.;The results showed that products varying in service attributes were perceived to represent greater overall risk and greater specific risk associated with social, convenience, physical, and psychological loss. The data indicated that products with greater service attributes were expected to result in greater loss/benefit variability. In terms of information usage, subjects were more confident in and preferred personal (in contrast to impersonal) sources. Findings indicated that respondents exhibited less preference for direct observation and product trial. Respondent product experience was determined to be an important covariate, interacting with many dependent measures.;A pre-test study was employed to empirically define products varying in service attributes from the perspective of the population of interest employed in the experimental phase of the research. The pre-test also provided information on factors instrumental in achieving experimental control.