Quality, value, satisfaction, trust, a

it comes to generality and physical intangibility. There, involvement moderates the relationship between
generality and time and social risk; physical intangibility and four types of risk, except time risk.
INTANGIBILITY AND DIFFICULTY OF EVALUATION: BRAND AND GENERIC PRODUCT CATEGORIES
(TABLE 9). Since generality and physical intangibility have a greater effect on difficulty of evaluation in
the generic context, as opposed to the branded one, H7a is partially supported.
INTANGIBILITY AND PERCEIVED RISK: BRAND AND GENERIC PRODUCT CATEGORIES (TABLE 10).
Looking at the magnitude of the standardized coefficients, we find that physical intangibility has a greater
effect on social, financial, and performance risk at the generic level as opposed to the branded one. For
generality, the coefficients at the generic level are all greater than those at the brand level, with the pattern
repeated for all five types of risk. For mental intangibility, the effect is opposite to what had been
hypothesized in H7b, as it appears to have a greater impact at the brand level as opposed to the generic
one, with the exception of social risk where the comparison between generic and brand contexts is
consistent with the hypothesis. Based on these findings, H7b is partially supported.
MODERATING EFFECTS OF KNOWLEDGE AND INVOLVEMENT ON DIFFICULTY OF EVALUATION:
BRAND AND GENERIC PRODUCT CATEGORIES (TABLE 11). Although we hypothesized that the
moderating effects of knowledge and involvement would be greater in the generic context, this only held
true for the moderating effect of involvement on the relationship between physical intangibility and
difficulty of evaluation. Hence, we found no support for H10a and only partial support for H13a.
MODERATING EFFECTS OF KNOWLEDGE AND INVOLVEMENT ON PERCEIVED RISK: BRAND AND
GENERIC PRODUCT CATEGORIES (TABLE 12). We found partial support for H10b and H13b in that the
moderating effects of knowledge were evident between physical intangibility/generality and social risk;
generality and psychological risk; and physical/mental intangibility and performance risk. Moreover, we
found the hypothesized moderating effects of involvement between physical/mental intangibility and time
risk; mental intangibility and social risk; mental/physical intangibility and psychological risk; and
mental/physical intangibility and financial risk.
5. Discussion
[Tables 5 to 12 about here]
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