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The effect of back stage information in services advertisements on consumers' services intangibility and perceived risk

This study examines whether back stage information in services advertisements would significantly influence intangibility of services and consumers¡¦ perceived risk by experimental design, and whether ¡§back stage information-perceived risk¡¨ relation would mediated by intangibility. The researcher provides back stage information by print advertisements. The presentation of back stage information, the types of services, and the attributes of services are considered and included in research design to explore their roles in ¡§back stage information-intangibility-perceived risk¡¨ relation.
The result shows that intangibility of services and consumers¡¦ perceived risk are significantly lower after consumers reading advertisements with back stage information contrast with those without back stage information. Intangibility has partial mediating effect on ¡§back stage information-perceived risk¡¨ relation. Though, presenting back stage information simultaneously by picture and text has a slightly better effect than by text alone, however, the difference is not significant. The type and attribute of services have no moderation on ¡§back stage information-perceived risk¡¨ and ¡§intangibility-perceived risk¡¨ relations respectively.

Identiferoai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0730107-145517
Date30 July 2007
CreatorsCheng, Kai-da
ContributorsJacob Y. H. Jou, Fu-yung Kuan, Cheng-sui Chen
PublisherNSYSU
Source SetsNSYSU Electronic Thesis and Dissertation Archive
LanguageCholon
Detected LanguageEnglish
Typetext
Formatapplication/pdf
Sourcehttp://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0730107-145517
Rightswithheld, Copyright information available at source archive

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