Exploring the relationship Between Consumer Perceived Risk and Service Guarantee: An example of Exercise Project

• Main Authors: Che-ChangChuang, 莊哲昌
• Other Authors: Quey-Jen Yeh
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/f83z2x

碩士 === 國立成功大學 === 企業管理學系 === 104 === The main objective of this study is to investigate whether service guarantee affects consumer perceived risk related to purchasing an exercise project in information asymmetric surroundings. In addition to the main objective of this study, we plan to further investigate which service guarantee type consumers will prefer when purchasing an exercise project. Six scenarios were created in this experimental design to test the effect on three types of service guarantees and two different types of word of mouth. In this study, SPSS 22 was used to run a factor analysis, a regression analysis and an analysis of variance for the purpose of statistical analysis. According to the data analyses, there are some conclusions and implications to consider: 1. Service guarantees significantly decrease the effect on consumer perceived risk, indicating that it can significantly increase exercise project purchasing intention. 2. An unconditional service guarantee has the best influence on decreasing consumer perceived risk as compared to other types of service guarantees. This finding indicates that if consumers engage in an exercise project, they prefer the project which contained completely compensate mechanism. 3. Word-of-mouth was found to significantly moderate the effect between the unconditional service guarantee and perceived risk. This finding indicates that as long as a company uses social media well, it will generate better influence on its unconditional service guarantee. These conclusions implicate that in the exercise industry, consumers focus on unconditional service guarantees for exercise projects to decrease perceived risk and suggest that firms can use word-of-mouth to generate higher decreases in consumer perceived risk. Key words: information asymmetry, service guarantee, word of mouth, perceived risk, purchase intention