Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/45144
Title: Strategies for reducing consumers' risk aversion in internet shopping
Authors: Tan, S.J. 
Keywords: Consumer attitudes
Consumer's risk
Internet
Marketing strategy
Perception
Shopping
Issue Date: 1999
Source: Tan, S.J. (1999). Strategies for reducing consumers' risk aversion in internet shopping. Journal of Consumer Marketing 16 (2) : 163-180. ScholarBank@NUS Repository.
Abstract: Using experimental design and conjoint analysis, this paper studies the risk perception of Singaporean consumers on Internet shopping, and tests the effectiveness of several risk-reducing strategies that Internet marketers could use in promoting online shopping among consumers. The results show that Singaporean consumers with a higher degree of risk aversion than others tend to perceive Internet shopping to be a risky activity. However, Internet marketers could rely on using reference group appeal as the most preferred risk relievers for this group of consumers, particularly by getting expert users to endorse the products involved. In addition, the marketer's reputation, the brand's image, and specific warranty strategies are also effective risk relievers for the potential Internet shoppers.
Source Title: Journal of Consumer Marketing
URI: http://scholarbank.nus.edu.sg/handle/10635/45144
ISSN: 07363761
Appears in Collections:Staff Publications

Show full item record
Files in This Item:
There are no files associated with this item.

Page view(s)

211
checked on Dec 15, 2017

Google ScholarTM

Check


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.