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The Complexities of Perceived Risk in Cross-Cultural Services Marketing

Hean Tat Keh and Jin Sun
Journal of International Marketing
Vol. 16, No. 1 (2008), pp. 120-146
Stable URL: http://www.jstor.org/stable/25049113
Page Count: 27
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
The Complexities of Perceived Risk in Cross-Cultural Services Marketing
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Abstract

Previous research has found that cultural differences influence consumer risk evaluation. From a cross-national perspective, the authors explore the individual and cultural causes, as well as the consequences, of postpurchase personal and nonpersonal risks for a credence service (i.e., insurance). Using survey data from 309 Chinese consumers and 193 Singaporean consumers, the authors find that two cultural dimensions (self-transcendence/self-enhancement versus conservation/openness to change) and individual contextual factors (involvement and face consciousness) exert differential effects on consumer perceived risk in the two countries. In addition, the authors find that personal and nonpersonal risks have varying levels of impact on perceived value and customer satisfaction in the two countries.

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