The Effect of Conformity Incentives on Perceived Risk

• Main Authors: Chia-Yuan Hu, 胡嘉源
• Other Authors: Meng-Kuan Lai
• Format: Others
• Language: en_US
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/56262923142669421902

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 97 === This study investigated the effect of conformity incentives on perceived risk, and tested the moderating effect of product knowledge and external reference price on the relationship of conformity and perceived risk. Two incentives of conformity—informational and normative conformity—were manipulated in this study. Graduation trip was chosen to be the research product, because it can stimulate both incentives. In the questionnaire, respondents were asked to read the manipulated scenario and price, to evaluate their knowledge toward tourism, and then to measure their perceived risks (time, financial, psychological, product, social, and overall risk). Results show that informational conformity can more effectively reduce time, financial, and psychological risk than normative conformity. Normative conformity can more effectively reduce social risk than informational conformity. Both incentives can reduce overall risk but can not reduce product risk. The moderating of product knowledge on the relationship of conformity and overall risk is significant. Respondents with high product knowledge show smaller amount of risk reduction compared with respondents with low product knowledge. The moderating effect of external reference price on the relationship of conformity and financial risk is significant as well. Respondents facing low external reference price perceived smaller amount of risk reduction, compared with respondents occurring high external reference price.