ON THE MEASUREMENT OF PERCEIVED CONSUMER RISK

被引：84

作者：

HAVLENA, WJ

DESARBO, WS

机构：

[1] UNIV MICHIGAN,DEPT MKT,SCH BUSINESS ADM,ANN ARBOR,MI 48109

[2] UNIV MICHIGAN,DEPT STAT,ANN ARBOR,MI 48109

来源：

DECISION SCIENCES | 1991年 / 22卷 / 04期

关键词：

CONSUMER BEHAVIOR; MARKETING RESEARCH; MULTIDIMENSIONAL SCALING; AND STATISTICAL METHODOLOGY;

D O I：

10.1111/j.1540-5915.1991.tb00372.x

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

The role of perceived risk in consumer behavior has been studied extensively by academic researchers. This paper introduces a methodology for the measurement of the effects of product features, marketing mix components, and individual differences on perceived consumer risk based on theoretical foundations in the literature. A conjoint‐type model based on paired comparison judgments is estimated to provide attribute weights. A modification of a stochastic multidimensional scaling‐based vector model is then used to measure and summarize individual consumer differences with respect to the impact of brand attributes and marketing mix components on latent levels of perceived consumer risk. An illustration is provided using students’ risk perceptions of sports cars. Copyright © 1991, Wiley Blackwell. All rights reserved

引用

页码：927 / 939

页数：13

共 32 条

[1]

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[2]

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