What Criteria Do People Use When Purchasing High-Risk Products?
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School of Business |
Bachelor's thesis
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Date
2018
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Mcode
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Markkinointi
Language
en
Pages
35 + 1
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Abstract
Purpose – The purpose of this paper is to investigate the criteria people use to evaluate high-risk, high-involvement services. The goal is to study high involvement, trust and trustworthiness in the con-text of wedding services. Design – Previous literature on trust and high involvement, as well as service classification schemes is reviewed. The findings from the literature review are contrasted to the findings from two studies con-ducted on Finnish individuals who have, and have not yet, celebrated their wedding. Findings – Results from the studies do go well with the previous literature on high involvement and the role and antecedents of trust and trustworthiness: trust is one of the main drivers of purchases in high-involvement situations, and it can be created by signaling trustworthiness. Implications / limitations – Researchers can more confidently apply the previously suggested frameworks on high involvement and trust, knowing that they work well in yet another context. Man-agers should do their best in trying to create trust in their customers to get them to firstly buy and secondly to recommend the vendor to their peers. The paper’s limitations include small reach and ad hoc approach and focus on one single context. Originality – Even though all of these phenomena have been studied already quite extensively, they have not been studied in the context of special events—especially in this region—that in turn have not gotten too much attention in general, especially related to consumption, and the positive aspects of the events.Description
Thesis advisor
Wittkowski, KristinaKeywords
high involvement, high risk, purchase, service, product, online, consumer behavior, trust