洪荒玄冥曲,伊朗大选开战,设计
different products. Psychological risk refers to how the consumer perceives himself after making a wrong purchase, and social risk refers to the consumer’s perception of how others will react to his purchase. They concluded that these five dimensions can predict overall perceived risk fairly accurately but noted that time loss should probably be included in their research. Other researchers have also suggested that time is an important risk dimension (George et al., 1984). Zikmund (1973) empirically investigated the nature and dimensionality of risk for three product classes, i.e.: (1) personal stationery; (2) metal lawn furniture; and (3) colour television sets. These ranged from low to high in overall perceived risk. He concluded that: the results of the study provide considerable evidence that perceived risk should be treated multi-dimensionally and with regard to the specific product (service) class. The empirical approach to recovering the principal risk dimensions of several product classes indicates that both the dimensionality and nature of risk components vary by product as the evaluative dimensions change. This implies that the marketer would gain more useful information on why a product (service) is perceived to be risky and, therefore, be in a better position to reduce consumers’ risk perception. The current study attempted to use the perceived risk model to explain the adoption of EFTPoS. The dimensions of perceived risk selected in the current study follows the model developed by Peter and Tarpey (1975) in which the construct was “depicted not only as a multiplicative function of probability of loss and importance of loss but also as an additive model of the various facets of risk”. This model is selected because it employs the operational definitions of risk that are used by Jacoby and Kaplan (1972) and it also included time risk as one of the risk dimensions. However, in the current study, since the respondents cannot distinguish between psychological and social risks in the pre-test (to be discussed in the next section), these two risks are grouped under the same category of psychological risk in order to facilitate respondents’ understanding and hence improve the reliability of the findings. In this study, risk is defined as a subjective expectation of loss or negative consequences in buying behaviour (Peter and Ryan, 1976). Based on Jacoby and Kaplan (1972) and Roselius (1971), the respective definitions of the five selected risk dimensions are as follows: (1) Physical risk. The risk of loss of cash/cards or potential injury to the consumer (e.g. getting hurt if one is robbed). Loss of cards may cause inconvenience |
