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Product Involvement, Perceived Risk andRepurchase Intention of Financial Commodities(PDF)

《南京师大学报》(社会科学版)[ISSN:1006-6977/CN:61-1281/TN]

Issue:
2014年05期
Page:
51-
Research Field:
Publishing date:

Info

Title:
Product Involvement, Perceived Risk andRepurchase Intention of Financial Commodities
Author(s):
LIU Si-ya XIE Jia-zhi
Keywords:
product involvement perceived risk re-purchase intention financial risk attributes customer risk appetite
PACS:
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DOI:
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Abstract:
Taking customers who have had experience in purchasing financial commodities as its research object, this paper aims to explore the effect of product involvement and perceived risk on the re-purchase intention of financial commodities during the post-crisis era. By introducing financial risk attributes and customer risk appetite and analyzing the effect of the customer product involvement and perceived risk on the financial commodity re-purchase willingness, we constructed an integrated research framework for analyzing the product involvement, perceived risk and re-purchase intention of financial commodities. Results from regression modeling and structural equation modeling on a sample of 494 customers who have had experience in purchasing financial commodities show that: product involvement not only reduces the perceived risk, but also increases customer re-purchase intention of financial commodities. However, perceived risks have a negative effect on the customer re-purchase intention of financial commodities. Secondly, product involvement has not only direct but also indirect effects on the customer re-purchase intention of financial commodities because of the risks perceived. Finally, the effect of product involvement and perceived risk on customer re-purchase intention is subject to the interference of financial risk attributes and customer risk appetite.

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Last Update: 2014-10-05