• Journal of Distribution Research
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• v.12 no.2
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• pp.1-22
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• 2007

The primary purpose of this research is to develop and test a model that explains the process of how In-store experiences (physical environmental quality, personal interaction, product experience) through perceived risks and brand attitude influence purchase intention. Perceived risks and brand attitude are proposed as mediators that make a significant impact on purchase intention. Through structural equation modeling using 235 consumers who visited the experience store in IT Industry, we find that In-store experiences influence perceived risks, brand attitude and then enhance purchase intention. Thus, IT companies should make every effort to create In-store value for visited consumers. Based on these results, managerial implications for experience store operation and marketing strategy are discussed. Finally, limitation for this research and further research issues are suggested.

• Management & Information Systems Review
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• v.34 no.2
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• pp.79-95
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• 2015

The purpose of this paper is to evaluate the effects of perceived risk and brand attitude on licensing brands comparing with non-licensed brands(virtual brand). Data was collected through a self-administered questionnaire in quasi-experimental design setting. I designed the experimental setting that there were two virtual companies to sell the luxury bags(symbolic goods) or cruise tour(experiential goods) and to launch their goods with own brand or licensed brand. The experimental groups were composed of women consumers who were familiar with consuming experiential goods and symbolic goods. Results from the experiment suggest that consumer's perceived risk on brands gives a negative impact on brand attitude. And congruence in goods types and licensed brand values leads to difference in the level of perceived risk. In experiential goods, brand licensing from famous and experiential brands can reduce perceived risk. But in symbolic goods, brand licensing effect which reduces the perceived risk is less effective than in experiential goods. This findings suggest that brand licensing may lower the level of consumer's perceived risk, but incongruity in goods type and brand value may result in strategic failure.

• Journal of Digital Convergence
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• v.16 no.11
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• pp.281-288
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• 2018

The current study examined the moderating effect of visual cues in eWOM on the relationship between perceived risk and purchase intention. Specifically, the study tested the different directions of the moderating effect in positive and negative eWOM. Two studies from a 2 (perceived risk: high vs. low) by 2 (visual cue: presence vs. absence) experimental design were used with online subjects. Findings from study 1 (n=123) supported that visual cues in positive eWOM help to reduce the negative effect of perceived risk on purchase intention. However, study 2 (n=122) showed that visual cues in negative eWOM intensify the negative effect of perceived risk on purchase intention. The findings demonstrated that visual cues in eWOM influence consumers' decision under high risk conditions. We discussed findings of this study how visual cues in positive and negative eWOM can be strategically managed for new online sellers.

• Journal of Industrial Convergence
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• v.21 no.1
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• pp.95-102
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• 2023

This study was to identify the factors affecting nurses' use intention of digital healthcare and the moderating effect of clinical career based on the UTAUT model. The items were composed by performance expectancy 3 items, facilitation condition 3tiems, and perceived risk 3 items. CFA was performed to verify the construct validity. As a results, average variance extracted (AVE) was .5 or higher, and construct reliability (CR) was .7 or higher. Model fit was confirmed as CMIN/df=1.797, GFI=.955, CFI=.979, TLI=.968, IFI=.979, and RMSEA=.063. The internal reliability was .93 for performance expectancy, .84 for facilitating conditions, and .64 for perceived risk. Performance expectancy, facilitating condition, and perceived risk had a significant effect on use intention, and clinical career showed a moderating effect(t=-2.159, p=.032). Therefore, in order to enhance the use intention of digital health care, performance expectancy, and facilitating conditions should be raised and perceived risk should be reduced.

• Culinary science and hospitality research
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• v.16 no.3
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• pp.51-65
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• 2010

This study attempts to examine how the perception of risk and customer satisfaction influence the intention to recommend when selecting a Korean restaurant. 257 copies of the questionnaire for the Chinese students studying in Daegu and Gyeongsangbuk-do are analyzed. Three hypotheses were established and the results are as follows. First, as a result of difference analysis about perception of risk depending on dining types, there are significant differences in all factors of preception of risk partially. Second, as a result of difference analysis of customer behavior depending on dining types, there are significant differences between revisit intention and recommendation intention, and dining motivation and preferred Korean menu. Third, the effects of 6 factors of perception of risk on customer behavior are analyzed, and there are decreased customer satisfaction as the customers perceive financial and psychological crisis highly.

• Korean Journal of Cognitive Science
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• v.16 no.3
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• pp.199-211
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• 2005

Using a psychometric paradigm, risk perception of 30 hazards was investigated for three social groups-college students, experts of technologies, and employees of environmental organizations. The aim of this study was to examine psychological dimensions of risk perception, namely, to replicate the psychological dimensions - dread and knowledge -, which Slovic et al(1978; 1984; 1987) found and to forker explore discrepancies between societal groups. The results confirmed the same psychological dimensions Slovic et al have found. However, there are a number of significant differences in perceived risk such as perceived social benefits and other risk characteristics between three groups that suggest differences in ecological attitudes. The results were compared with those of Slovic et af and the nature of differences in risk perception among three groups were discussed.

• Journal of Digital Convergence
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• v.18 no.8
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• pp.133-149
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• 2020

The purpose of this study was to investigate the effect of perceived risk on continuous usage intention of Internet primary banks and to verify moderating effects of acceptance factors affecting customers' acceptance of Internet primary banks on the relationship between perceived risk and continuous usage intention. The study aims to find ways to cope with perceived risk and strategic measures of intention in order to increase the intention to continuous usage intention of Internet primary banks. For the analysis, interaction effect were conducted among a total of 457 surveys. As a results, First, perceived risks, acceptance factors and continuous usage intention of the customers of Internet primary banks were significantly correlated. Second, the types of perceived risks which have a significant effect on continued usage intention of Internet primary banks were found to be perceived financial and functional risks. Third, respect to moderating effects of moderator variables, usefulness was found to have a significant moderating effect on the relationship between perceived security risk and continuous usage intention. In addition, ease of use was shown to have a significant moderating effect on the relationship between each type of perceived risks and continuous usage intention. This study attempted to explore and seek strategies to reduce perceived risks and strategic plans for acceptance factors to increase continuous usage intention of Internet primary banks.

• International Area Studies Review
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• v.15 no.1
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• pp.315-339
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• 2011

As the Korean economy grows, the brand value of Korean companies such as Samsung, LG and Hyundai Motor has been elevated greatly. Compared to the brand value of Korean companies, Korea's national image is very lowly ranked. In addition Korea's national brand is undervalued compared to economic volume. So, the purpose of this study is to find way to enhance the Korea's national brand in Japanese Market through brand credibility. The results as follows. First, this study find that brand credibility is consist of expertise and trustworthiness in Japanese market. Second Korea national image positive impact on brand credibility. Third, brand credibility positive impact on perceived quality and information cost saving. Finally, brand credibility negative impact on perceived risk. In conclusion, all hypothesis are significant. So these results are very useful to Korea government and Korean companies.

• Korea Journal of Hospital Management
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• v.27 no.2
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• pp.1-15
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• 2022

Purposes: The purpose of this study is to examine the effects of health service quality and perceived risks of Korean hospitals on the satisfaction and revisit of Kazakhstan's customers. Among two classified groups: health service providers and health service receivers, this study aims to identify the effects of health service receivers in Kazakhstan's health service quality and perceived risks on customer satisfaction. Methodology: Hypotheses were developed upon the explanations on health service quality, perceived risks, customer satisfaction, and revisit, advanced by prior literature. A survey was conducted on the effects of health service receivers in Kazakhstan's health service quality and perceived risks on customer satisfaction and revisit. The proposed hypotheses were confirmed by examining validity and reliability of the collected data, followed by regression analysis. Findings: First, the five dimensions: reliability, responsiveness, assurance, empathy, and tangibles showed a positive correlation between the impacts of health service quality and customer satisfaction of Korean hospitals. Second, the physical risk, social risk, time-loss risk showed a negative correlation. Lastly, the relation between customer satisfaction and revisit showed a positive correlation. Practical Implication: Health service quality and perceived risks were identified to impose significant effects on Kazakhstan customers. The identified results suggest that Korean hospitals should implement management strategies based on the customers' satisfaction factor.

• Asia Marketing Journal
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• v.5 no.4
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• pp.31-47
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• 2003

소비자의 집단 구성원에 대한 자아지각은 소비자 의사결정에 어떠한 영향을 미칠까? 집단소비자 상호간에 영향을 미치는 의사결정 상황이나 소비자 개인적 의사결정상황 등 의사결정 상황에 따라 다르게 영향을 미칠까? 본 연구는 소비자가 집단의식을 인식할 때 개인적 차원과 집단적 차원에서 행해지는 의사결정이 어떻게 이루어지는지를 검증하고, 이때, 소비자의 위험회피성향에 따라 소비자 의사결정이 어떻게 조절되는가를 2 가지 실험을 통해 밝히고자 하였다. 미국 오레곤 주립대학교의 아시아계 학생들을 대상으로 2 가지 실험을 실시한 결과, 집단의식을 지각한 소비자는 집단관련 의사결정은 물론 개인관련 의사결정에서도 긍정적 영향을 미치는 것으로 나타났다. 그러나, 위험회피성향의 조절효과에 대한 실험결과는 집단의식을 지각한 소비자와 집단의식을 지각하지 않는 개인적 소비자 모두 처벌에 관한 상황에서 형평성 선호와 협상적 대안을 선택하는 것으로 나타나 집단의식지각의 의사결정에 대한 위험회피성향의 조절효과는 부분적으로 나타났다.