The effect of intangibility on the perceived risk of online mass customization: utilitarian and hedonic perspectives

Title
The effect of intangibility on the perceived risk of online mass customization: utilitarian and hedonic perspectives
Authors
이현화
Keywords
GENERALITY OF INTANGIBILITY, INTANGIBILITY, MENTAL INTANGIBILITY, ONLINE MASS CUSTOMIZATION, PERCEIVED ENJOYMENT, PERCEIVED RISK, PERCEIVED USEFULNESS, USER INTENTION
Issue Date
2015-04
Publisher
SOCIAL BEHAVIOR AND PERSONALITY
Series/Report no.
SOCIAL BEHAVIOR AND PERSONALITY ; Vol43 no.3 Startpage 457 Endpage 466
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.
URI
http://www.ingentaconnect.com/content/sbp/sbp/2015/00000043/00000003/art00009
http://dspace.inha.ac.kr/handle/10505/55169
ISSN
0301-2212
Appears in Collections:
School of Arts & Sports(예술체육학부) > Fashion Design & Textiles (의류디자인학) > Local Access Journal Papers, Reports(의류디자인학 논문, 보고서)

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