May 23, 2012

‘PERCEIVED PURCHASE RISK IN THE TECHNOLOGICAL GOODS PURCHASE CONTEXT: AN INSTRUMENT DEVELOPMENT AND VALIDATION Part 2

Filed under: Artikel,Marketing — Tags: , — imams @ 6:00 pm

Imam Salehudin

Department of Management Faculty of Economics University of Indonesia

Jl. Prof. Dr. Sumitro Djojohadikusumo, UI-Depok Campus, Depok-West Java, 16424

Email: imams@ui.ac.id; gsimam@gmail.com

Original File

CONCLUSIONS

There are four conclusions drawn from the result of this study. First, each measurement model for all constructs was tested significant in both the purchase contexts. Therefore, it can be concluded that all the instruments have good construct validity. Recapitulation of the fitness measurement for all three instruments on both purchase contexts are shown in table 10 below.

Table 10: Recapitulation for Goodness of Fit Measurements

Fitness Measure

SMARTPHONE

NETBOOK

UPPR

MPPR

PI

UPPR

MPPR

UPPR

Target Value

χ2(df)

14.57

(10)

180.21

(157)

5.04

(4)

5.80

(4)

113.78

(94)

6.32

(3)

n.a

p-value

0.148

0.098

0.283

0.214

0.080

0.096

≥0.05

RMSEA

0.054

0.031

0.041

0.057

0.039

0.089

≤0.08

Source: Data Processing

Second, some items in both the Unidimensional and Multidimensional Perceived Purchase Risk measurement were invalidated in one or both purchase context. Invalidated items can not be used in the measurement and must be removed from the instrument. Only significant items can be included in the measurement for future use.

Third, the newly developed Multidimensional Perceived Purchase Risk measurement has good convergent and concurrent validity. Thus, the measurement can be considered to be ready for practical use within the purchase context of technological gadgets such as Smartphones and Netbooks. The instrument can be utilized by manufacturers and marketers of technology products in market surveys to map psychographic consumer segments of potential markets. This instrument can be used to measure the risk perceptions of consumers towards the purchase of existing products on the market and also new products about to be launched by the manufacturers.

Fourth, although the newly developed Multidimensional Perceived Purchase Risk instrument has weaker concurrent validity than the Unidimensional Perceived Purchase Risk instrument developed by Corbitt et al. (2003), the new instrument provide more comprehensive information. Apart from the level of risk perceived by the consumer purchases, the new instrument may also provide more detailed information to identify aspects which are considered high risk by a segment of consumers targeted by the marketer.

Identifying risk factor as perceived as high risk by consumer is important since the likelihood of a prospective purchaser to seek additional information will be higher when faced with purchasing decisions perceived to have a higher risk (Cox, 1967; Capon and Burke, 1977; Locander and Hermann, 1979; Lutz and Reilly, 1973). Information sought by prospective buyers will be the information that may alleviate the risk they perceive. Meanwhile, the likelihood of a prospective buyer to postpone or cancel the purchase will be even greater if he can not find the information he sought. Therefore, marketers can use the information obtained from this instrument to develop the best communication strategies to reduce the perceived purchase risk by prospective buyers.

 

ACKNOWLEDGMENTS

The author expresses utmost gratitude to his supervisor, Jahja Umar, PhD., for his guidance in completing the thesis from which this paper is born.

 

REFERENCES

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APPENDIX: LIST OF ITEMS

Note: S for Smartphone; N for Netbook

CODE

ITEM

VALID

MULTIDIMENSIONAL PERCEIVED PURCHASE RISK MEASUREMENT

S

N

PR1

The offered product might not provide the performance that I require

Yes

Yes

Produk yang ditawarkan mungkin tidak dapat memberikan performa yang saya butuhkan

PR2

The operating speed of this product might rapidly decreases

Yes

Yes

Kecepatan operasi produk ini mungkin akan berkurang dengan cepat

PR3

This product might not support applications that I may need

Yes

Yes

Produk ini mungkin tidak dapat mendukung aplikasi yang akan saya butuhkan

PR4

The offered product might not have a stable / consistent performance

No

No

Performa produk yang ditawarkan mungkin tidak stabil/konsisten

PR5

The offered product might not deliver the benefits promised by the seller

Yes

No

Produk ini mungkin tidak dapat memberikan manfaat yang sudah dijanjikan penjual

PR6

The technology offered by the product might be rapidly out of date

Yes

No

Teknologi yang ditawarkan produk ini bisa cepat ketinggalan jaman

PR7

The feature of the product might not support my job mobility (size, weight or battery capacity)

Yes

No

Fitur produk ini bisa jadi tidak mendukung mobilitas kerja saya (ukuran, berat  atau umur batere)

 

CODE

ITEM

VALID

MULTIDIMENSIONAL PERCEIVED PURCHASE RISK MEASUREMENT

S

N

FR1

The price for this product might not worth the benefits I receive

No

No

Harga produk ini tidak sebanding dengan manfaat yang saya dapatkan

FR2

The product offered might be bought with a cheaper price elsewhere

No

No

Produk yang ditawarkan ini dapat saya beli ditempat lain dengan harga yang lebih murah

FR3

Might be other additional costs to be incurred before I can use this product properly (installation, upgrades, etc.)

Yes

Yes

Ada biaya tambahan lain yang harus dikeluarkan sebelum produk ini dapat saya gunakan (instalasi, upgrade, dsb)

FR4

This product might require great maintenance costs in order to stay durable

Yes

Yes

Produk ini membutuhkan biaya perawatan yang besar agar tidak cepat rusak

FR5

If it breaks, the cost of repair that I would have to pay for this product would be greater than other products

Yes

Yes

Jika rusak, saya harus membayar biaya reparasi yang lebih besar untuk produk dibanding produk yang lain

FR6

The offered product might be easily damaged, so I would have to buy a new product

No

No

Produk ini cepat rusak sehingga saya harus membeli produk yang baru

CODE

ITEM

VALID

MULTIDIMENSIONAL PERCEIVED PURCHASE RISK MEASUREMENT

S

N

CR1

Buying this product might cause me to expend valuable time to take care of matters related to this product.

Yes

Yes

Membeli produk ini dapat membuat saya menghabiskan waktu yang berharga untuk mengurus hal-hal yang terkait produk ini.

CR2

Buying this product might cause interference to my daily routine

Yes

Yes

Membeli produk ini dapat menyebabkan terjadinya gangguan pada rutinitas harian yang saya miliki

CR3

Buying this product might interfere with the work plan I’ve arranged for myself.

Yes

Yes

Membeli produk ini dapat mengganggu rencana kerja yang sudah saya susun.

CR4

Buying this product might lead to problems that hinders my work or class

Yes

Yes

Membeli produk ini dapat menyebabkan terjadinya masalah yang menghambat pekerjaan atau perkuliahan saya

CR5

Buying this product might create problems that inconveniences me

Yes

No

Membeli produk ini dapat menciptakan masalah yang dapat merepotkan diri saya

CR6

This product might require a lot of services and treatments that inconveniences me

No

No

Produk ini akan membutuhkan banyak servis dan perawatan yang akan merepotkan saya

 

CODE

ITEM

VALID

MULTIDIMENSIONAL PERCEIVED PURCHASE RISK MEASUREMENT

S

N

SR1

Buying this product might harm my personal image in the eyes of my friends

No

No

Membeli produk ini dapat menciderai image saya dimata teman-teman saya

SR2

Buying this product might make me feel anxious

No

No

Membeli produk ini dapat membuat saya merasa cemas

SR3

My friends would consider this product a cheap/inferior product

Yes

Yes

Teman-teman saya akan menganggap produk ini produk murahan

SR4

My friends would consider this product a mass-products (not exclusive)

Yes

Yes

Teman-teman saya akan menganggap produk ini produk pasaran (tidak eksklusif)

SR5

My friends would consider this product outdated

Yes

Yes

Teman-teman saya akan menganggap produk ini ketinggalan jaman

SR6

My friends will see me as incompetent if I buy this product

Yes

Yes

Teman-teman saya akan menganggap saya tidak kompeten jika saya membeli produk ini

SR7

I would feel embarrassed to be seen using this product in public places

Yes

Yes

Saya akan merasa minder jika menggunakan produk ini di tempat umum

SR8

The shape and color of this product does not fit with my self image

Yes

Yes

Bentuk dan warna produk ini tidak sesuai dengan image diri saya

CODE

ITEM

VALID

SATU FAKTOR PERCEIVED RISK MEASUREMENT

S

N

PRA I believe that buying the product offered has a big risk because the benefits promised by the seller might not necessarily be in accordance with the reality.

Yes

Yes

Saya meyakini bahwa membeli produk yang ditawarkan diatas memiliki resiko yang besar karena belum tentu manfaat yang dijanjikan oleh penjual sesuai dengan kenyataan.
PRB I believe that buying the product offered has a big risk because there is a possibility that the product offered might be of low quality.

Yes

Yes

Saya meyakini bahwa membeli produk yang ditawarkan diatas memiliki resiko yang besar karena ada kemungkinan bahwa produk yang ditawarkan ternyata memiliki kualitas rendah.
PRC I believe that buying the product offered has a big risk because it can make me experience financial losses.

Yes

Yes

Saya meyakini bahwa membeli produk yang ditawarkan diatas memiliki resiko yang besar karena dapat membuat saya mengalami kerugian finansial.
PRD I believe that buying the product offered has a big risk because it can reduce my reputation in the eyes of others.

Yes

No

Saya meyakini bahwa membeli produk yang ditawarkan diatas memiliki resiko yang besar karena dapat mengurangi reputasi saya dimata orang lain.
PRE I believe that buying the product offered has a big risk because it could be incompatible with the concept of self that I have.

Yes

No

Saya meyakini bahwa membeli produk yang ditawarkan diatas memiliki resiko yang besar karena bisa jadi tidak sesuai dengan konsep diri yang saya miliki.
PRF I believe that buying the product offered has a big risk because it can spend precious time that I have.

Yes

Yes

Saya meyakini bahwa membeli produk yang ditawarkan diatas memiliki resiko yang besar karena dapat menghabiskan waktu berharga yang saya miliki.
PRG Overall, I feel that buying the product offered involves a big risk.

Yes

Yes

Secara keseluruhan, saya merasa pembelian produk yang ditawarkan diatas memiliki resiko yang besar.

 

CODE

ITEM

VALID

PURCHASE INTENTION

S

N

PI1 I have the intention to buy the product offered

Yes

Yes

Saya memiliki niat untuk membeli produk yang ditawarkan.
PI2 I have expectations in the future to buy the product offered

Yes

Yes

Saya memiliki ekspektasi di masa depan untuk membeli produk yang ditawarkan.
PI3 There is a possibility for me in the near future to buy the product offered

Yes

Yes

Ada kemungkinan bagi saya dalam waktu dekat untuk membeli produk yang ditawarkan.
PI4 There is a possibility for me to recommend the product offered to my friends and family.

Yes

Yes

Ada kemungkinan bagi saya untuk merekomendasikan produk yang ditawarkan kepada teman dan keluarga saya.
PI5 If I want to buy this type of product, then I would look for the product described in the offering.

Yes

Yes

Jika saya ingin membeli produk, maka saya akan mencari produk yang dijelaskan dalam penawaran.

 

 

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