Author Type

Graduate Student

Date of Award

2017

Document Type

Dissertation

Publication Status

Version of Record

Submission Date

October 2026

Thesis/Dissertation Advisor [Chair]

Koku, Paul Sergius

Abstract

This study examines the influence of various facets of perceived risk on the attitudes toward really new services (RNS) and adoption intentions. Although there is considerable research examining perceived risk and consumer adoption of innovations, three aspects of the relationship have been neglected. First, much of the research on really new innovations is product-focused with little attention to services. Second, there is limited research examining perceived risk as a multidimensional construct. Third, consumer characteristics that affect the relationship between perceived risks and adoption intentions have not been included in most of the innovation studies. Thus, this study seeks to provide answers to the questions of “which types of perceived risk are more likely to affect adoption intentions of RNS?” and “which consumer characteristics affect the relationship between perceived risks and adoption intentions of RNS?”. The findings of the study show the influence of perceived risk in the service innovations area. We contribute to theory and practice by identifying the specific risks that cause consumers to resist adopting RNS as well as showing the explanatory power of Regulatory Focus Theory (RFT) to understand why consumers react differently when they encounter service innovations.

Extent

117 p.

Comments

Includes bibliography.|Dissertation (Ph.D.)--Florida Atlantic University, 2017.|FAU Electronic Theses and Dissertations Collection|Includes bibliography.

Identifier

FA00004805

Format

pdf

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