The complexities of perceived risk in cross-cultural services marketing

Hean Tat Keh, Jin Sun

Research output: Contribution to journalArticleResearchpeer-review

53 Citations (Scopus)


Previous research has found that cultural differences influence consumer risk evaluation. From a cross-national perspective, the authors explore the individual and cultural causes, as well as the consequences, of postpurchase personal and nonpersonal risks for a credence service (i.e., insurance). Using survey data from 309 Chinese consumers and 193 Singaporean consumers, the authors find that two cultural dimensions (self-transcendence/self-enhancement versus conservation/openness to change) and individual contextual factors (involvement and face consciousness) exert differential effects on consumer perceived risk in the two countries. In addition, the authors find that personal and nonpersonal risks have varying levels of impact on perceived value and customer satisfaction in the two countries.
Original languageEnglish
Pages (from-to)120 - 146
Number of pages27
JournalJournal of International Marketing
Issue number1
Publication statusPublished - 2008
Externally publishedYes

Cite this