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.

摘要

作者研究了风险的四个维度（绩效，财务，社会和情感）在集体主义文化中从先驱产品转变为追随者产品的决策中的作用（日本）。作者假设切换的情感风险与感知的绩效水平，财务和社交风险正相关。使用结构方程模型，使用从日本500多个iPad所有者收集的数据对这些假设进行了检验。研究结果表明，情绪风险与追随者产品购买意图具有负相关关系，与Android平板电脑的感知性能和社会风险具有正相关关系。此外，感知的社会风险与感知的绩效和财务风险之间存在正相关关系。最后，绩效，财务，