The Relationships among Dimensions of Perceived Risk and the Switching Intentions of Pioneer Adopters in Japan

Abstract

The authors examine the roles of four dimensions of risk (performance, financial, social, and emotional) in decisions to switch from a pioneer product to a follower product in a collectivist culture (Japan). The authors hypothesize that the emotional risk of switching is positively related to the perceived levels of performance, financial, and social risks of switching. These hypotheses are tested with data collected from over 500 iPad owners in Japan using structural equation modeling. Findings indicate that emotional risk has a negative relationship with follower-product purchase intent and positive relationships with the perceived performance and social risks of Android tablets. In addition, perceived social risk has a positive relationship with perceived performance and financial risk. Finally, performance, financial, and social risk have indirect relationships with purchase intent that are partially mediated by emotional risk.

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