THE EFFECTS OF COUNTRY OF ORIGIN AND PERCEIVED RISK ON INITIAL TRUST: AN EXPERIMENTAL EVALUATION OF THE PERCEPTION OF INDONESIAN CONSUMERS ON SERVICE INDUSTRY ACROSS HIGH RISK AND LOW RISK SERVICES
Keywords:
country of origin, corporate reputation, trust, service industry, perceived risk, Indonesia.Abstract
To uncover how COO and perceived risk affect the initial trust in service industry; and to compare these effects across two service industry – high risk versus low risk. A total of 180 respondents were evaluated with different combinations across 2 service industries. The research findings confirmed the effect of country of origin and corporate reputation on initial trust and the relationship between perceived risk and COO. Before engaging to a service, respondents put into considerations for COO and corporate reputation. COO effect may differ across different service industry.
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2010-11-30
How to Cite
Farina, T., & Feranita, F. (2010). THE EFFECTS OF COUNTRY OF ORIGIN AND PERCEIVED RISK ON INITIAL TRUST: AN EXPERIMENTAL EVALUATION OF THE PERCEPTION OF INDONESIAN CONSUMERS ON SERVICE INDUSTRY ACROSS HIGH RISK AND LOW RISK SERVICES. Journal of Business Strategy and Execution, 3(1), 24 - 48. Retrieved from https://journal.binus.ac.id/index.php/JBSE/article/view/202
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