An examination of perceived risk, information search and behavioral intentions in search, experience and credence services

Though the marketing literature offers an abundance of research on the topics of perceived risk, information search, and purchase intentions, very few researchers have empirically examined these constructs in the context of services. This research explores the linkages among these three constructs when services are classified on the basis of search, experience, and credence attributes. Specific hypotheses are developed and tested. The results of this study indicate that perceived risk increases along a continuum from search to experience to credence service purchases. Other hypotheses relating to information search length, information sources, behavioral intentions, and service attributes, received moderate support. Finally, managerial implications of the study were provided, along with directions for future research.