The Role of Perceived Risk in the Quality-Value Relationship: A Study in a Retail Environment

Although the concept of moderator variables has been used extensively in marketing-related studies, much confusion persists as to how they are defined and identified. To alleviate this confusion, t...

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Identification and analysis of moderator variables

Reviews the literature on consumer‐perceived risk over the past 30 years. The review begins by establishing perceived risk’s relationship with related marketing constructs such as involvement and trust. It then tackles some debates within the literature, concerning subjective and objective risk and differences between the concepts of risk and uncertainty. It describes how different models have been devised and operationalised to measure risk and how these have developed over the years. Aims to identify and report the theoretical and model developments over the past 30 years and to propose criteria which researchers can use in deciding the most useful model for their own research. The criteria are: understanding, prediction, suitability for reliability and validity assessment, practicality and usability. It is suggested that the basic two‐component model is still the most generally useful for researchers and practitioners alike.

Consumer perceived risk: conceptualisations and models

Consumer patronage and risk perceptions in Internet shopping

This article presents an exploratory study of a conceptual model of perceived customer value in a business-to-consumer e-commerce setting Key precursors of perceived customer value included in the model are valence of on-line shopping experience, perceived product quality, perceived risk, and product price Relationships among these variables (as well as mediating variables) and their relationship to on-line shoppers' value perceptions are explored The theoretical framework proposed in this work expands on previous efforts on perceived customer value by including new variables relevant to an e-commerce setting and by integrating several key variables into one model The preliminary findings lead to several implications © 2003 Wiley Periodicals, Inc

A conceptual model of perceived customer value in e-commerce: A preliminary investigation

A model of willingness to become a potential organ donor.

Knowledge regarding organ donation: identifying and overcoming barriers to organ donation.

This study investigates (1) the homogeneity of subjects' perceptions of the relative magnitude of perceived risk for seven product classes, and (2) the component structure of perceived risk, both individually and aggregated, for the same product classes. It is concluded that (1) while it may prove possible and useful to define homogeneous subgroups of consumers generally there is substantial heterogeneity of perception of the relative magnitude of perceived risk across consumers and (2) that the component structure of perceived risk is generally consistent across the seven product classes studied with explained variances being relatively large.

The structure of perceived risk: Some further progress

Data are reported supporting the hypothesis that the personality variables anxiety and self-confidence are related to consumer choice behavior. Post hoc analyses construct six personality factors w...

Some Relationships between Personality and Consumer Decision Making

This experiment investigated, within the context of an information processing theory of consumer behavior, the effects of level of perceived risk on the amount of information acquired and the total time taken processing that information before making a brand choice, and selection of brands made by well-known manufacturers as a risk reduction strategy. A unique aspect of the experiment was the treatment of perceived risk as a stimulus variable rather than its customary treatment as an organism variable.

Raymond L. Horton

Papers

A model of willingness to become a potential organ donor.

Knowledge regarding organ donation: identifying and overcoming barriers to organ donation.

The structure of perceived risk: Some further progress

Some Relationships between Personality and Consumer Decision Making

Some effects of perceived risk on consumer information processing