This study examines the influence of various facets of perceived risk on the
attitudes toward really new services (RNS) and adoption intentions. Although there is
considerable research examining perceived risk and consumer adoption of innovations,
three aspects of the relationship have been neglected. First, much of the research on
really new innovations is product-focused with little attention to services. Second, there is
limited research examining perceived risk as a multidimensional construct. Third,
consumer characteristics that affect the relationship between perceived risks and adoption
intentions have not been included in most of the innovation studies. Thus, this study
seeks to provide answers to the questions of “which types of perceived risk are more
likely to affect adoption intentions of RNS?” and “which consumer characteristics affect
the relationship between perceived risks and adoption intentions of RNS?”. The findings of the study show the influence of perceived risk in the service innovations area. We
contribute to theory and practice by identifying the specific risks that cause consumers to
resist adopting RNS as well as showing the explanatory power of Regulatory Focus
Theory (RFT) to understand why consumers react differently when they encounter
service innovations. / Includes bibliography. / Dissertation (Ph.D.)--Florida Atlantic University, 2017. / FAU Electronic Theses and Dissertations Collection
| Identifer | oai:union.ndltd.org:fau.edu/oai:fau.digital.flvc.org:fau_34586 |
| Contributors | Savas, Selen (author), Koku, Paul Sergius (Thesis advisor), Florida Atlantic University (Degree grantor), College of Business, Department of Marketing |
| Publisher | Florida Atlantic University |
| Source Sets | Florida Atlantic University |
| Language | English |
| Detected Language | English |
| Type | Electronic Thesis or Dissertation, Text |
| Format | 117 p., application/pdf |
| Rights | Copyright © is held by the author, with permission granted to Florida Atlantic University to digitize, archive and distribute this item for non-profit research and educational purposes. Any reuse of this item in excess of fair use or other copyright exemptions requires permission of the copyright holder., http://rightsstatements.org/vocab/InC/1.0/ |
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