..., transcending debates about the exclusivity or superiority of these approaches to considering and understanding experiences of vulnerability. Innovation Vulnerability Perceived risk Protection motivation theory The concept of vulnerability has gained increasing attention in service literature...

.... Originality/value Arguably, to the best of the authors’ knowledge, this is the first research to explore how perceived risk operates on emotional states and adaptation, which manifest user well-being and impact user behavior. Further, in the decision-making literature, fewer studies on consumer choice have...

.... The drawbacks of service customization include greater perceived risk. These findings also suggest that consumers’ preference for standardized (vs customized) service depends on their consumption goal. Specifically, consumers with a hedonic goal tend to prefer customized services, while those with a utilitarian...

... to concentrate on the effect of similarity in a customer-to-customer-relationship, it is meaningful. Moreover significant effects are shown; further research ideas are developed and management implications are proposed. Perceived risk Customer-to-customer-relationship Mere presence Similarity effect...

.../approach Using a self‐administered survey (n=385), this study tests the proposed model, including six latent constructs: brand credibility, perceived quality, perceived risk, information costs saved, perceived value for money, and purchase intention. Findings The results indicate that brand...