Work

The Effect of Intangibility on the Perceived Risk of Online Mass Customization: Utilitarian and Hedonic Perspectives

Year: 2015

Type: article

Abstract: We examined the effect of intangibility on the perceived risk of online mass customization (OMC) from utilitarian (usefulness) and hedonic (enjoyment) perspectives. We collected 400 valid responses using an online survey in Korea. Both generality of intangibility and mental intangibility had a significant effect on the utilitarian and hedonic aspects of perceived risk. In addition, perceived risk had a significant effect on user intention toward OMC. The results provided a better understanding of the role of intangibility in OMC in terms of predicting consumers' responses. Practical implications are discussed.

Source: Social Behavior and Personality An International Journal

DOI: 10.2224/sbp.2015.43.3.457

Authors: Heekang Moon, Hyun-Hwa Lee

Language: English

Topic: Technology Adoption and User Behaviour

Subfield: Information Systems and Management

Field: Decision Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W253379141

FWCI: 0.655

Cites:

Cited by: 8

Related to: 10