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female respondents are taken for the study to draw unbiased inferences about gender perceptions towards the objective. In other words, with equal representation of both genders in the sample — similarity or differences in gender perception can be relied upon. Fourthly, in the Indian context, many people in the 55 + years of age group do not make purchases on credit. They live with whatever they can purchase within their income in hand and consider this as a matter of pride (shared by the respondents of the 55 + year age group during the questionnaire development stage). This could be the reason why only 50 people responded in the age group of 55 + years. DEVELOPMENT OF CONSTRUCTS FOR MEASURING ASSOCIATION BETWEEN PERCEIVED RISK AND SUPPLEMENTARY SERVICES As per Dowling, 47 the perceived risk construct has been conceptualised and operationalised at different levels of generality or abstraction. Low-level measures focus on risk perception of (the attributes of) a single product. Medium-level measures focus on the product category and high-level measures resemble a personality trait. Dowling 47 believes that perceived risk at a low level of abstraction should be a more powerful predictor of consumer behaviour because fewer other variables intervene in between the risk and behaviour. Dowling and Staelin 48 develop the model of perceived risk and risk-handling activity based on a low level of abstraction using attributes of a product (ie, dress — a general product category). Mitchell 49 analyses the various models towards perceived risk measurement and shows a high reliability of the model, developed by Dowling and Staelin, 48 based on product attributes. Further, Dowling 47 indicates that the set of adverse consequences of the product attributes chosen is part of the basic structure of any perceived risk measure because it measures the presence of perceived risk and is of prime theoretical importance. No empirical evidences are available, however, for the same. Goyal 35 shows that consumers consider supplementary services for making credit card purchase decisions and also have positive attitudes towards supplementary services in post-purchase evaluation. It further identifi es a signifi cant association between consideration of supplementary services before purchase and the importance of supplementary services perceived after purchase. The present study takes into consideration the low level of measures as focused on the attributes (supplementary services) of a single product (credit card). As per the inputs given Managing perceived risk for credit card purchase © 2008 Palgrave Macmillan Ltd 1363-0539 $30.00 Vol. 12, 4 331–345 Journal of Financial Services Marketing 337 |
