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How intangibility affects perceived risk: the moderating role of knowledge and involvement

The journal of services marketing, v.17 no.2, 2003년, pp.122 - 140  

Laroche, Michel ,  Bergeron, Jasmin ,  Goutaland, Christine

Abstract AI-Helper 아이콘AI-Helper

The marketing literature suggests that product intangibility is positively associated with perceived risk and the intangibility construct encompasses three dimensions: physical intangibility, mental intangibility, and generality. The purpose of this research is to test which dimension of the intangi...

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