Contents
A study of risk perception and behavioral intentions of consumers in purchasing services / 정현영 1
I. Introduction 1
II. Literature review and hypothesis building 2
1. Service intangibility 2
2. Classification of services 3
3. Perceived risk 5
4. Information search 6
5. Sources of information 7
6. Loyal intentions 8
III. Research Methodology 9
1. Service type selection 9
2. Questionnaire Design 11
3. Sample 11
IV. Hypothesis tests 12
H1. Pre-purchase information and knowledge. 12
H2. Perceived risks. 13
H3. Information search time. 13
H4. Communication sources used by consumers in searching for information. 13
H5. Loyal intentions. 13
V. Conclusion and discussion 15
References 16
국문초록 19