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An examination of perceived risk, information search and behavioral intentions in search, experience and credence services

Kaushik Mitra (Researcher, Department of Marketing, Central Connecticut State University, New Britain, Connecticut, USA)
Michelle C. Reiss (Researcher, Department of Marketing, Spalding University, Louisville, Kentucky, USA)
Louis M. Capella (Professor of Marketing, Department of Marketing, Quantitative Analysis and Business Law, Mississippi State University, Mississippi, USA)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 June 1999

13526

Abstract

Though the marketing literature offers an abundance of research on the topics of perceived risk, information search, and purchase intentions, very few researchers have empirically examined these constructs in the context of services. This research explores the linkages among these three constructs when services are classified on the basis of search, experience, and credence attributes. Specific hypotheses are developed and tested. The results of this study indicate that perceived risk increases along a continuum from search to experience to credence service purchases. Other hypotheses relating to information search length, information sources, behavioral intentions, and service attributes, received moderate support. Finally, managerial implications of the study were provided, along with directions for future research.

Keywords

Citation

Mitra, K., Reiss, M.C. and Capella, L.M. (1999), "An examination of perceived risk, information search and behavioral intentions in search, experience and credence services", Journal of Services Marketing, Vol. 13 No. 3, pp. 208-228. https://doi.org/10.1108/08876049910273763

Publisher

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MCB UP Ltd

Copyright © 1999, MCB UP Limited

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