Understanding the effects of risk perceptions and mitigations on high involvement purchase intention

This study provides valuable insights into perceived risk and the strategies that can mitigate it to enhance high-involvement purchase intentions. For goods, perceived risk typically centers on attributes like quality and durability. In contrast, for services, the intangible nature of the offering and the difficulty in assessing quality before purchase are primary contributors to perceived risk.

Consumers tend to experience heightened risk with high-involvement service purchases due to the variability in service quality and their limited control over the service delivery experience. To address these concerns, effective risk-reduction measures include offering guarantees, building a strong reputation, leveraging recommendations from trusted sources, and ensuring transparent communication of the service process.

Therefore, understanding the distinct challenges and opportunities associated with goods and services is crucial, as these factors significantly influence consumer behavior and the likelihood of high-involvement purchase decisions.