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The intangibility of e-services:effects on perceived risk and acceptance

Content Provider	ACM Digital Library
Author	Featherman, Mauricio S. Wells, John D.
Abstract	This study examines the construct of intangibility within the e-services context and clarifies why business-to-consumer services are made more intangible when they are virtualized and offered as Internet e-services. Clarifying the intangibility of e-services and examining its consequents is important as service providers seek to encourage consumers to use lower-cost e-services. This research specifically develops theory to explain how and why an e-service's intangibility can increase consumer beliefs that it is risky to use, and furthermore removes the risk-reducing effect of the e-service's perceived ease of use. These consequents of an e-service's intangibility are important to clarify because e-service's usage is based in part on beliefs that they are safe and easy to use. Results from a structural equation model-based analysis of consumer survey data supported these two hypothesized effects. More specifically, the performance, financial, and privacy risk dimensions were most affected by consumers' experience of mental intangibility regarding the e-service. In addition, a qualification of a previously reported risk-reducing strategy for e-service providers was identified. Only when consumers' mental intangibility was low (i.e., they had a clear mental picture of the e-service) did the e-service's perceived ease of use function as a risk-reducing factor. An e-service's intangibility may indirectly impede consumer usage of a range of e-services. Theoretical and practical implications are offered.
Starting Page	110
Ending Page	131
Page Count	22
File Format	PDF
ISSN	00950033 15320936
DOI	10.1145/1795377.1795384
Journal	ACM SIGMIS Database: the DATABASE for Advances in Information Systems (DATB)
Volume Number	41
Issue Number	2
Language	English
Publisher	Association for Computing Machinery (ACM)
Publisher Date	2007-02-28
Publisher Place	New York
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Technology adoption Self-service technology Survey research B2c e-commerce Theory building Structural equation models Causal models E-services
Content Type	Text
Resource Type	Article
Subject	Management Information Systems Computer Networks and Communications

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
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3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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