Research Article

THE EFFECTS OF SERVICE PROVIDER ATTRACTIVENESS ON PERCEIVED RISK, TRUST AND PURCHASE INTENTION: GENDER AND OCCUPATIONAL DIFFERENCES

Volume: 27 Number: 1 September 25, 2026
TR EN

THE EFFECTS OF SERVICE PROVIDER ATTRACTIVENESS ON PERCEIVED RISK, TRUST AND PURCHASE INTENTION: GENDER AND OCCUPATIONAL DIFFERENCES

Abstract

The aim of this study is to comparatively examine the factors influencing customer trust, perceived risk, and purchase intention toward service providers based on physical attractiveness, occupational risk level (high risk: doctor; low risk: ceramic artist), and gender. Methodology: A scenario-based cross-sectional design with a 2 (Gender: Female/Male) × 2 (Occupation: Doctor/Ceramic Artist) × 2 (Attractiveness Level: Attractive/Less Attractive) factorial structure was employed. The total sample consisted of 480 participants (N = 480), with n = 60 participants randomly assigned to each of the eight experimental scenarios. Results indicate that the effect of physical attractiveness differs depending on the service provider’s gender and perceived occupational risk. Physical attractiveness functions as a context-dependent variable in service evaluations. In high-risk occupations, the influence of attractiveness diminishes, while professional competence and credibility emerge as primary determinants of consumer behavior. These findings suggest that marketing professionals should consider gender and perceived risk when designing communication strategies and positioning service provider.

Keywords

References

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Details

Primary Language

English

Subjects

Business Administration

Journal Section

Research Article

Publication Date

September 25, 2026

Submission Date

April 16, 2026

Acceptance Date

June 11, 2026

Published in Issue

Year 2026 Volume: 27 Number: 1

APA
Açıkbaş, G., & Baruönü, Ö. (2026). THE EFFECTS OF SERVICE PROVIDER ATTRACTIVENESS ON PERCEIVED RISK, TRUST AND PURCHASE INTENTION: GENDER AND OCCUPATIONAL DIFFERENCES. Doğuş Üniversitesi Dergisi, 27(1), 1622-1636. https://doi.org/10.31671/doujournal.1932118
AMA
1.Açıkbaş G, Baruönü Ö. THE EFFECTS OF SERVICE PROVIDER ATTRACTIVENESS ON PERCEIVED RISK, TRUST AND PURCHASE INTENTION: GENDER AND OCCUPATIONAL DIFFERENCES. Doğuş Üniversitesi Dergisi. 2026;27(1):1622-1636. doi:10.31671/doujournal.1932118
Chicago
Açıkbaş, Gizem, and Özge Baruönü. 2026. “THE EFFECTS OF SERVICE PROVIDER ATTRACTIVENESS ON PERCEIVED RISK, TRUST AND PURCHASE INTENTION: GENDER AND OCCUPATIONAL DIFFERENCES”. Doğuş Üniversitesi Dergisi 27 (1): 1622-36. https://doi.org/10.31671/doujournal.1932118.
EndNote
Açıkbaş G, Baruönü Ö (September 1, 2026) THE EFFECTS OF SERVICE PROVIDER ATTRACTIVENESS ON PERCEIVED RISK, TRUST AND PURCHASE INTENTION: GENDER AND OCCUPATIONAL DIFFERENCES. Doğuş Üniversitesi Dergisi 27 1 1622–1636.
IEEE
[1]G. Açıkbaş and Ö. Baruönü, “THE EFFECTS OF SERVICE PROVIDER ATTRACTIVENESS ON PERCEIVED RISK, TRUST AND PURCHASE INTENTION: GENDER AND OCCUPATIONAL DIFFERENCES”, Doğuş Üniversitesi Dergisi, vol. 27, no. 1, pp. 1622–1636, Sept. 2026, doi: 10.31671/doujournal.1932118.
ISNAD
Açıkbaş, Gizem - Baruönü, Özge. “THE EFFECTS OF SERVICE PROVIDER ATTRACTIVENESS ON PERCEIVED RISK, TRUST AND PURCHASE INTENTION: GENDER AND OCCUPATIONAL DIFFERENCES”. Doğuş Üniversitesi Dergisi 27/1 (September 1, 2026): 1622-1636. https://doi.org/10.31671/doujournal.1932118.
JAMA
1.Açıkbaş G, Baruönü Ö. THE EFFECTS OF SERVICE PROVIDER ATTRACTIVENESS ON PERCEIVED RISK, TRUST AND PURCHASE INTENTION: GENDER AND OCCUPATIONAL DIFFERENCES. Doğuş Üniversitesi Dergisi. 2026;27:1622–1636.
MLA
Açıkbaş, Gizem, and Özge Baruönü. “THE EFFECTS OF SERVICE PROVIDER ATTRACTIVENESS ON PERCEIVED RISK, TRUST AND PURCHASE INTENTION: GENDER AND OCCUPATIONAL DIFFERENCES”. Doğuş Üniversitesi Dergisi, vol. 27, no. 1, Sept. 2026, pp. 1622-36, doi:10.31671/doujournal.1932118.
Vancouver
1.Gizem Açıkbaş, Özge Baruönü. THE EFFECTS OF SERVICE PROVIDER ATTRACTIVENESS ON PERCEIVED RISK, TRUST AND PURCHASE INTENTION: GENDER AND OCCUPATIONAL DIFFERENCES. Doğuş Üniversitesi Dergisi. 2026 Sep. 1;27(1):1622-36. doi:10.31671/doujournal.1932118