The role of cues in buyers' evaluations of service innovations.

This dissertation integrates knowledge from consumer behavior, diffusion research, strategy and MIS to investigate the effects of information cues such as price, brand equity, and technology on buyers' service evaluations and behavioral intentions. Specifically, the effects of these information cues on buyers' perceptions of service quality, value and purchase intentions are examined. In addition, this study examines the role of two intervening variables, namely, sacrifice (monetary costs) and ease of use (non-monetary costs) in buyers' service evaluations.