The Effect of Intangibility on the Perceived Risk of Online Mass Customization: Utilitarian and Hedonic Perspectives

Heekang Moon · Hyun‐Hwa Lee

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Product Development and Customization

Abstract

We examined the effect of intangibility on the perceived risk of online mass customization (OMC) from utilitarian (usefulness) and hedonic (enjoyment) perspectives. We collected 400 valid responses using an online survey in Korea. Both generality of intangibility and mental intangibility had a significant effect on the utilitarian and hedonic aspects of perceived risk. In addition, perceived risk had a significant effect on user intention toward OMC. The results provided a better understanding of the role of intangibility in OMC in terms of predicting consumers' responses. Practical implications are discussed.

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