THE EFFECT OF CONSUMERS' PLANNED PRODUCT HOLDING TIME ON RISK PERCEPTION AND ACCEPTABILITY.
Item
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Title
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THE EFFECT OF CONSUMERS' PLANNED PRODUCT HOLDING TIME ON RISK PERCEPTION AND ACCEPTABILITY.
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Identifier
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AAI8614652
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identifier
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8614652
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Creator
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ASEMBRI, CHARLES A.
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Contributor
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Leon G. Schiffman
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Date
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1986
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Language
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English
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Publisher
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City University of New York.
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Subject
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Business Administration, Marketing
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Abstract
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The primary objective of this study was to determine the impact of product holding time on consumers' risk perception and risk acceptance. That is, first, to determine if consumers' intention to hold onto a product for a long time influences their perception of risk in the product. Secondly, to determine if consumers' product holding time has any effect on their tolerance or acceptance of risks perceived in the products.;The test sample comprised of 293 respondents, each of whom was randomly assigned to one of five groups, representing five product holding time (PPHT) classifications. With the use of a self-administered questionnaire, each respondent's risk perception and risk acceptance in purchasing an automobile were evaluated within one product holding time dimension. The time dimensions were defined as greater than, equal to, or less than the average perceived useful life (10 years) of an automobile, as determined from a pilot study.;The hypotheses developed were based primarily on the proposition that a respondent's level of risk perception will vary directly with the length of planned holding time of a product. In addition, it was hypothesized that a respondent's risk tolerance (or acceptance) will be lower as product holding time (PHHT) increased.;The statistical techniques used include a (parametric) analysis of variance (ANOVA), a (non-parametric) one way analysis of variance (Kruskal-Wallis ANOVA) Multiple Classification Analysis (MCA), and Covariance Analysis (ANCOVA).;Overall, while there is evidence from the study to suggest that there are differences in risk perception relative to product holding time for some risk components, the evidence is not strong enough to conclude that there is always a positive relationship as hypothesized. The conclusion could be drawn that different risk factors are perceived differently relative to product holding time. For example, resale value risk is found to be most important to those who intend to dispose of an automobile early. On the other hand, safety risk which was found to be the most important risk element in automobile purchase is probably so important that there is no difference in perceived safety risk whether the consumer intends to hold onto the product for a short time or for a long time.
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Type
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dissertation
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Source
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PQT Legacy CUNY.xlsx
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degree
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Ph.D.
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Program
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Business
