Really New Services: Perceived Risk and Adoption Intentions

This paper examines the influence of various facets of perceived risk (financial, performance, social, psychological, time, privacy) on consumers' attitude toward really-new services (RNS) and their adoption intentions. A conceptual framework is developed based on perceived risk theory, theory of reasoned action and technology acceptance model. Structural equation modeling is used for analysis. Mainly, financial risk, psychological risk and overall risk are found to be negatively related to attitudes. However, time, privacy and social risks are found to be positively related. Our findings suggest that firms offering RNS should consider specific types of risks before they develop their marketing strategies.