Interrelationships in User Experiences and Perceived Risks : A Comparative Empirical Study of Products and Services

This study addresses the convergence and shift from material to experiential consumption, highlighting the critical role of user experience (UX) in consumer satisfaction and business success. While products and services differ in design and interaction, existing research on the interplay between UX and perceived risk is limited and often lacks a comprehensive approach. To fill this gap, the study proposes new hypotheses that explore the multidimensional nature of UX and its impact on perceived risk, focusing on the differences between products and services.<br/> Using a mix of qualitative and quantitative methods, including literature review, surveys and multiple regression analysis, the study uncovers key findings: (1) UX evaluation factors differ between products and services, with 12 common factors, but with products having unique factors such as multifunctionality and operability, and services having environment and professionalism. (2) Products generally score higher than services on Findability, Convenience and Assurance, but lower on Responsiveness and Sociality. (3) Consumers perceive less overall risk for products than for services. (4) Those with no prior experience perceive higher risk. (5) Previous UX has a significant impact on perceived risk, more so for services than for products. (6) Assurance for products and professionalism for services consistently reduce perceived risk, while attractiveness is key for both in reducing perceived risk.