Perceived Risk in Mail-Order and Retail Store Buying

Spence, Homer E.; Engel, Joachim; Blackwell, Roger D.

doi:10.1177/002224377000700313

Cited by 122 publications

(71 citation statements)

References 1 publication

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“…Previous research on perceived risk has consistently found that patronage mode is associated with perceived risk. Previous researchers have found consumers to associate more risk with home shopping (e.g., telephone, catalog, and door-to-door sales) than with store shopping (i.e., department stores) (e.g., Cox & Rich, 1964;Festervand, Snyder, & Tsalikis, 1986;Korgaonkar, 1982;Kwon et al, 1991;Schiffman, Schus, & Winer, 1976;Simpson & Lakner, 1993;Spence, Engel, & Blackwell, 1970). For example, Cox and Rich (1964) found greater perceived overall risk for telephone shopping as compared with store shopping.…”

Section: Perceived Risks In Home Shoppingmentioning

confidence: 95%

Television Shopping for Apparel in the United States: Effects of Perceived Amount of Information on Perceived Risks and Purchase Intentions

Kim

Lennon

2000

Family & Consum Sci Res J

127

141

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In a two‐part study, the amount and types of information available in television‐shopping segments selling apparel were examined. In Phase 1, a content analysis of 60 segments selling apparel was conducted. In Phase 2, using an experimental format, a convenience sample of 128 middle‐aged women (M = 46 years) viewed a 6‐minute television‐shopping segment selling apparel and assessed perceived risk, perceived amount of information available in the segment, and purchase intentions, and they answered some open‐ended questions about their information‐searching activities. Taken together, results of Phases 1 and 2 revealed that when making apparel purchases, participants needed product and customer service information; however, in some segments, that information was never available or was available in less than half the segments coded. Results also revealed that the amount of information perceived from a television‐shopping segment selling apparel was negatively related to perceived risk and positively related to purchase intent.

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Section: Perceived Risks In Home Shoppingmentioning

confidence: 95%

Television Shopping for Apparel in the United States: Effects of Perceived Amount of Information on Perceived Risks and Purchase Intentions

Kim

Lennon

2000

Family & Consum Sci Res J

127

141

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“…A number of studies have examined the relative riskiness of products drawn from different product classes [12] [14] [16] [29] [31]. A limited amount of published research has focused on risk within a given product class, generally in the context of brand choice [lo] [19] [24].…”

Section: Literature Reviewmentioning

confidence: 99%

On the Measurement of Perceived Consumer Risk

1991

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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.

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“…Prior retailing research suggests that the perceived risk of a product is transferable to the store that sells the product (6,8,21,43,55). Therefore, generalizing across types of retail outlets (different sources such.…”

Section: Intermodal Differencesmentioning

confidence: 99%

“…Perceived risk and/or its reciprocal, self-confidence, has been a variable of interest to many researchers in comparing buying by mail with buying from a store (10,55), and in comparing in-home shoppers with non-in-home shoppers (6,10,31,39,46,53,58). Some consumers may consider in-home shopping too risky because of the lack of opportunity to examine products prior to a purchase, and because of the difficulties in returning unsatisfactory merchandise.…”

Section: Perceived Riskmentioning

confidence: 99%

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In-home shopping

McCorkle

Planchon

James

1987

Journal of Direct Marketing

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A search for published empirical research on in‐home shopping found only 27 studies. The bulk of this research compared in‐home shopping behavior or intentions with those of non‐in‐home shoppers, and then tested for significant differences of certain predictor variables. These studies offered a plethora of different treatments of in‐home shopping as a criterion variable. In many instances, the distinction between the type of in‐home shopping mode (i.e., catalog, television, door‐to‐door salesperson) and the type of response (mail, telephone, or electronic transmission) was not clearly specified. While researchers have yet to present evidence that in‐home shopping behavior varies between methods of ordering (response), there is limited intermodal research which indicates that in‐home shopping behavior varies between in‐home shopping modes. Even when examining a single mode in isolation, such as catalog shopping, nonsignificant and conflicting results abound. These intramodal differences are ascribed in hypothesis to the differences in the sources sending the direct response messages, and the differences in the products studied or purchased. In an attempt to offer generalizations, the authors conclude that very little is yet known about the in‐home shopper. Until consumer researchers begin to treat in‐home shopping as a multicomponent criterion variable, consisting of a source, a mode, and a response, advancement of the discipline is limited.

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Perceived Risk in Mail-Order and Retail Store Buying

Cited by 122 publications

References 1 publication

Television Shopping for Apparel in the United States: Effects of Perceived Amount of Information on Perceived Risks and Purchase Intentions

Television Shopping for Apparel in the United States: Effects of Perceived Amount of Information on Perceived Risks and Purchase Intentions

On the Measurement of Perceived Consumer Risk

In-home shopping

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