Journal ArticleDOI
The role of risk in consumer behavior.
TLDR
In this article, a comprehensive theory of risk taking in consumer behavior is presented, specifying the principal concepts involved and the interrelationships between the concepts and some of the research relevant to these concepts and interrelationship is presented.Abstract:
R AYMOND Bauer first formally proposed that consumer behavior be viewed as risk taking in 1960.1 Over a dozen years have passed since that proposal was made, and during that period a substantial body of research has been conducted and published. However, most of this research has examined relatively narrow aspects of risk taking and has been conducted without a broader, comprehensive theoretical structure. This lack of a comprehensive theory of risk taking seems to have worked to obscure the emerging picture of risk as the pivotal element in consumer behavior. Further, once perceived risk has been identified in a purchase situation, there seems to be some reasonable evidence that subsequent consumer behavior can be determined in accordance with such risk. If this view is correct, marketing managers may now have the opportunity to use the various elements of the marketing mix with considerably greater precision than has been possible in the past. This article attempts to construct a comprehensive theory of risk taking in consumer behavior by specifying the principal concepts involved and the interrelationships between the concepts. In addition, some of the research relevant to these concepts and interrelationships is presented. Finally, the author suggests how the theory might be tested and put to work in marketing decisions. The concept of theory used here is in the spirit of Baumol when he says:read more
Citations
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Journal ArticleDOI
What drives mobile commerce? An empirical evaluation of the revised technology acceptance model
Jen-Her Wu,Shu-Ching Wang +1 more
TL;DR: This study presents an extended technology acceptance model (TAM) that integrates innovation diffusion theory, perceived risk and cost into the TAM to investigate what determines user mobile commerce (MC) acceptance.
Journal ArticleDOI
Predicting e-services adoption: a perceived risk facets perspective
TL;DR: In this article, specific risk facets were operationalized, integrated, and empirically tested within the Technology Acceptance Model resulting in a proposed e-services adoption model, which indicated that adoption is adversely affected primarily by performance-based risk perceptions, and perceived ease of use of the e-service reduced these risk concerns.
Journal ArticleDOI
Relationship Marketing in Consumer Markets: Antecedents and Consequences:
Jagdish N. Sheth,Atul Parvatlyar +1 more
TL;DR: In this paper, the authors draw on established consumer behavior literature to suggest that consumers engage in relational market behavior due to personal influences, social influences, and institutional influences and that they want to simplify their buying and consuming tasks, simplify information processing, reduce perceived risks, and maintain cognitive consistency.
Journal ArticleDOI
A Model of Perceived Risk and Intended Risk-handling Activity
TL;DR: In this article, a model of risk perception and its effects on consumers' risk-handling behavior is formulated and empirically tested and it is shown that the intended use of riskhandling activity increases with higher levels of perceived risk.
Journal ArticleDOI
Consumer perceived risk: conceptualisations and models
TL;DR: A review of the literature on consumer-perceived risk over the past 30 years can be found in this paper, where the authors identify and report the theoretical and model developments over this period and propose criteria which researchers can use in deciding the most useful model for their own research.
References
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Journal ArticleDOI
Perceived Risk in Mail-Order and Retail Store Buying:
TL;DR: In this paper, the authors investigated differences in risk perception between buying by mail and buying from a store and/or salesman and found that consumers perceived more risk in the mail-order scenario.
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Perceived Risk in Store Selection
TL;DR: In this article, the authors focus on acquisition by attempting to relate perceived risk to retail store selection and find that consumers' concern for product choice in no way lessens the importance of store choice.
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Advertising Effectiveness and Risk in the Consumer Decision Process
TL;DR: In this article, the persuasion of advertising is examined in terms of the risks women face in their decisions as consumers, and experimental results relate self-confidence, risk style, and product importance to the ef...
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Brand Information Sources, Opinion Change, and Uncertainty
TL;DR: In this paper, the authors used different operational definitions of source importance and none adequately measure these sources' impact on decision-making processes, but several methodological problems limit the usefulness of the findings.