Impact of the two dimensions of intangibility on the global perceived risk: a segmented approach

The goal of this paper is double. First of all, we want to test the relationship between the two dimensions of intangibility and the global perceived risk. Moreover, we want to evaluate how service knowledge and the frequency of service utilization affect the perceived level of both physical and mental intangibility, and the relation between those two dimensions and the perceived risk. Results show that intangibility influences the global perceived risk. But, contrary to the suggestion of Laroche and al (2003), the dimensions of intangibility do not seem to have a simultaneous influence on perceived risk. According to the individuals ‘ profile, the additional perceived risk will be due either to the mental dimension of intangibility, or to the physical one. The authors largely comment those results, and propose implications both for practitioners and for future researches