PERCEIVED RISK AND CONSUMER DECISION MAKING
ABSTRACT The home economist has long been interested in effective family and consumer decision making and has tended to take a holistic or macro approach to decision theory. Recently, some applications of normative decision theory to consumer decision making—including the creation of rules for dealing with risk and uncertainty—have been advanced in home management textbooks. Since the early 1960s, consumer behaviour researchers in other disciplines have been developing a behavioural, micro-decision perspective centring upon the presence of perceived risk in the purchase decision of any customer. The empirical literature in home economics does not appear to have dealt with either of these perspectives. This paper identifies perceived risk as a useful analytical variable in the study of consumer product and store decisions and presents empirical data depicting the dual components of perceived risk and its four dimensions. The relationship of the normative and behavioural approaches to decision risk is discussed and implications for future research and application in home economics are identified.
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ABSTRACT: Perceived ease of use is found to affect consumer’s intention toward using an Internet-based service. However, to protect online transaction security, more security verification mechanisms are established which in turn increase the complexity and difficulty of using online services. This study proposed that the importance of perceived ease of use is depending on short- vs. long-term transaction expectation, product type, and whether security concern information is presented. In certain situations buyers or sellers of an Internet service may tolerate the inconvenience of using the Internet-based service. A 2 (verification requirement) × 2 (network externality) × 2 (short vs. long term) between-subject design was conducted on sellers of an auction site and a 2 (verification requirement) × 2 (product type) × 2 (with vs. without security concern information) between-subject design was conducted on buyers of an auction site. The results of two studies suggest that perceived ease of use increases the intention toward using online service when sellers expect that the Internet service usage is only for a short-term transaction or when buyers have no access of the security concern information on the website. In contrast, sellers prefer using an online service which requires a relatively high verification requirement when the purpose of using Internet service is for long-term transaction or when buyers have access of security concern information. The results also showed that perceived network externality positively affect sellers’ intention toward using an auction website.Computers in Human Behavior. 01/2010;
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ABSTRACT: Tokaj Wine Specialities have few competitors and enjoy a rare niche among natural dessert wines since traditions surrounding their preparation, their specific microclimate, and unique taste enable one to utilise marketing tools for branding and market placement. To elaborate the marketing strategy, one needs market information that adequately shows the current situation and trends. During my research, I carried out segmentation for Tokaj Wine Specialities consumers and illustrated the correlations with statistical methods. My research covered the North-AlfÃ¶ld Region and Budapest. I performed a reliability test on the research databases and demonstrated that the areal data set can be integrated. My hypotheses findings also constitute new research.Studies in Agricultural Economics. 01/2008;
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ABSTRACT: The marketing kind of analysis in the domestic and international markets of Tokajâ€™s wine speciality has not happened yet. The present research scientific method supportedly defines the consumers of Tokajâ€™s wine speciality and it determinates the overlay receipt. The basis of the questionnaire research at the wine consumers cirlce is a representative sample of 1179 people. It confirms the truthfulness with factos and cluster dissection. On the hungarian market 5 sections can be devided, which has been determined by the earning category, the wine savvy and the referene price interval. TokajWine Specialities named â€œlate vintageâ€ are also available. This name can be confusing for the consumer, some do not understand in what they differ from other Tokaj Wine Specialities, as actually all Tokaj Wine Specialities are late vintage wines; particularly, wine is harvested later than usual, occasionally in October or November. The findings obtained during the research can be utilised in practice, too. In accordance with the results and conclusions, we have several practical suggestions. Our methodological suggestion is that the result of the cluster analysis based upon a large number of representative sample should be cross-checked with focus group tests; what is more, upon justification and verification, a detailed analysis of the given segments can also be performed better with this method. It would be worth studying the exact reasons for the popularity of wines with the name â€late vintageâ€. Such types of Tokaj Wine Specialities should be given higher priority in marketing terms. My suggestion is that the type of wine accepted and liked by consumers should be kept count of as TokajWine Specialities officially, too. The future marketing strategy has to be developed by knowing the sections and by itâ€™s further research which has to integrate to the strategy of Tokajâ€™s wine region.APSTRACT: Applied Studies in Agribusiness and Commerce. 01/2009; 3.