University of Wisconsin, U.S.A.
International IJC (Impact Factor: 0.66). 07/2007; 2(3):231 - 245. DOI: 10.1111/j.1470-6431.1978.tb00324.x


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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    • "The amount at stake is relatively easy to figure out because it depends on what the person hopes to gain as a result of the risky behavior (depending on the nature of the transaction, even this may be a difficult task especially when a non-standard product is being purchased). However, measuring a consumer's feeling of subjective certainty is much more challenging because there are potentially different dimensions of the risk classically listed in the literature under perceived risk: financial risk, performance risk, psychological risk, physical risk, social risk and time risk 7 (Cases, 2002; Stampfl, 1978). "
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    DESCRIPTION: In this paper, we analyze and link self-reported risk perception data obtained from surveys and experimentally elicited risk parameters and use them to explain online shopping behavior. We find that self-reported risk data turn out to be not correlated with the actual risk parameters. Although risk perceptions do not play a significant role in explaining binary online shopping behavior, risk parameters of the subjects elicited via a new hybrid experimental methodology play a very important role. The data also reveals that actually risk-averse subjects tend to report themselves to be just as risk-loving as the ones who exhibit risk-loving behavior.
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    ABSTRACT: El desarrollo del comercio electrónico en Aragón se encuentra en una fase inicial, en la que se observa un número reducido de compradores a través de Internet, así como unos niveles de gasto medio por debajo de la media nacional. La reducida confianza que los aragoneses muestran hacia la compra online parece ser uno de los factores explicativos más relevantes de este fenómeno. El presente trabajo analiza los principales factores precursores de la confianza del consumidor en Internet y, más concretamente, del consumidor aragonés. Con esta finalidad, en esta investigación se ha desarrollado un estudio empírico que permite constatar que los factores que afectan en mayor medida a la confianza del comprador en la red en al comunidad aragonesa son: el grado de usabilidad del sitio web, la satisfacción del usuario con el mismo, la seguridad y la protección de la privacidad percibidas por el consumidor. El estudio también permite constatar que la confianza y la satisfacción influyen de manera decisiva en el grado de lealtad al sitio web, y que una mayor usabilidad del sitio web también permite aumentar el grado de satisfacción del individuo. Como consecuencia de estos resultados, en este trabajo se plantea la conveniencia de desarrollar distintas estrategias, con la finalidad de aumentar los niveles de confianza del consumidor aragonés en la compra online
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