Contrasting risk perceptions of technology-based service innovations in inter-organizational settings

Stefanie Paluch*, Nancy V. Wunderlich

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

54 Citations (Scopus)


Despite the rapid growth and potential of technology-based services, managers' greatest challenges are gaining customer acceptance and increasing usage of these new innovative services. In the B2C field, studies of self-service technology show that perceived risk is an important factor influencing the use of service technology. Though prior research explores different risk types that emerge in consumer settings, risk perception in the B2B setting lacks a detailed examination of different risk types influencing technology-based service adoption. Data from 49 qualitative interviews with providers and customers in two different B2B industries inform this study. The findings emphasize the importance of functional and financial risks in a B2B context and show that business customers' personal and psychological fears hinder their use of technology-based services. Results highlight differences in risk perception and evaluation between customers and providers.

Original languageEnglish
Peer-reviewed scientific journalJournal of Business Research
Issue number7
Pages (from-to)2424-2431
Number of pages8
Publication statusPublished - 01.07.2016
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • Business-to-business context
  • Interview study
  • Risk categories
  • Risk perception
  • Smart service
  • Technology-based service innovations


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