when old is gold : the role of business longevity in risky situations
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When Old Is Gold : The Role of Business Longevity in Risky Situations. 指導教授:胡凱傑 教授 學生: 99353008 蔡欣霖 99353012 蕭喆謙 99353034 陳宥羽 99353044 陳蓉瑤. 報告流程. 摘要 (1/2). 作者們 研究 企業年齡如何影響消費者的知覺風險 ( 以服務業為主要對象 ) 。 藉由顧客僅能得知的訊息,企業使用兩種方式來降低消費者的知覺風險 (1) 企業年齡可扮演著企業品質的外部訊 號。 (2) 得到企業較長的歷史資訊,可使消費者 - PowerPoint PPT PresentationTRANSCRIPT
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52(1/2)() (1) (2)
3(2/2)(1) ()(2)/ (3)
4 Duke University Carnegie Mellon University University of Texas Preyas S. Desai Ajay Kalra B.P.S. Murthi
Research Interest Research Interest Research Interest
6137 (1) (2)( )
78 (perceived risk)
9(1/3)11(2/3)12(3/3)(1)(2)(3)
13(1/2)Cox and Rich (1964)Dowling & Richard Staelin(1994)
14(2/2)Bettman1973 ( inherent risk )( handled risk )(1):(2):15(1/2)Yellow Pages()
16(1/2)H1
17()
H2
18
19H3
H4
201 211.(1)H1(2)
222.(1/2)136Barrington Lazzard
232.(2/2)2222manipulated factor 1/2Lazzard/3Lazzard/4/
243.(1/4) F values < 1 F values < 12/2/ANOVA
253.(2/4)1/218911996263.(3/4)1 // /2 Lazzard/Barrington Lazzard/Barrington
273.(4/4)15scores of 17Lazzardscore of 8scores of 915Barrington284.(1/2)
294.(2/2)(F1, 131 = 109.64, p < .0001)(F1, 131 = 8.91 p < .01)Barrington (F1, 131 = 2.57, p