The Role of Risk in Consumer Behavior

Taylor, James W.

doi:10.2307/1250198

Cited by 480 publications

(334 citation statements)

References 4 publications

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“…Early research on consumer behavior suggested that when choosing to purchase a product or procure a service, consumers are faced with uncertainty about the consequences of their decisions [5,86]. For example, consumers might feel unsure that they have selected the right product, brand, vendor, or mode of purchase [8,22,84], which can contribute to consumers' perceived risk.…”

Section: The Role Of Risk and Information Seeking In Consumer Behaviormentioning

confidence: 99%

Mitigating risk in ecommerce transactions: perceptions of information credibility and the role of user-generated ratings in product quality and purchase intention

Flanagin

Metzger

Pure

et al. 2014

Electron Commer Res

208

116

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Although extremely popular, electronic commerce environments often lack information that has traditionally served to ensure trust among exchange partners. Digital technologies, however, have created new forms of "electronic word-of-mouth," which offer new potential for gathering credible information that guides consumer behaviors. We conducted a nationally representative survey and a focused experiment to assess how individuals perceive the credibility of online commercial information, particularly as compared to information available through more traditional channels, and to evaluate the specific aspects of ratings information that affect people's attitudes toward ecommerce. Survey results show that consumers rely heavily on web-based information as compared to other channels, and that ratings information is critical in the evaluation of the credibility of online commercial information. Experimental results indicate that ratings are positively associated with perceptions of product quality and purchase intention, but that people attend to average product ratings, but not to the number of ratings or to the combination of the average and the number of ratings together. Thus suggests that in spite of valuing the web and ratings as sources of commercial information, people use ratings information suboptimally by potentially privileging small numbers of ratings that could be idiosyncratic. In addition, product quality is shown to mediate the relationship between user ratings and purchase intention. The practical and theoretical implications of these findings are considered for ecommerce scholars, consumers, and vendors.Keywords Ecommerce · Credibility · User-generated content · Amazon · Product ratings · Electronic word of mouth · Information credibility · Purchase intention · Product quality · User ratings People are increasingly relying on web-based commercial information for electronic commerce ("ecommerce") transactions that range from small personal items to home purchases [45]. Retail ecommerce sales in the U.S. currently constitute roughly 4 % of total retail sales, which translates to almost 40 billion dollars annually [10]. The number of Americans who have purchased a product online has steadily increased since 2000, and a majority (66 %) now report having made at least one online purchase [46]. An even larger percentage (93 %) has used the Internet for ecommerce-related activities, including researching information about a product they are thinking of buying, with more than a quarter of Americans reporting they do this on a daily basis [49]. In fact, over the last decade the number of people either researching or buying a product or service online has nearly doubled, a trend that holds true across a wide range of ecommerce-related activities [45].Despite its popularity, online commercial transactions often lack elements that have traditionally served to ensure trust and credibility among exchange parties. Indeed, varying "patronage modes" embody different levels of risk for the consumer, which incr...

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Section: The Role Of Risk and Information Seeking In Consumer Behaviormentioning

confidence: 99%

Mitigating risk in ecommerce transactions: perceptions of information credibility and the role of user-generated ratings in product quality and purchase intention

Flanagin

Metzger

Pure

et al. 2014

Electron Commer Res

208

116

View full text Add to dashboard Cite

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“…A teoria do risco foi pioneiramente trazida para a literatura do marketing a partir de estudos realizados pelo pesquisador Raymond Bauer, em Harvard, no ano de 1960(Taylor, 1974Peter & Tarpey, 1975). Desde então tem se disseminado nas mais diversas áreas de conhecimento, sendo um dos principais focos de pesquisa do comportamento do consumidor.…”

Section: Percepção De Riscounclassified

“…Diante disso, o consumidor de serviços hoteleiros pode se engajar em estratégias de redução dos riscos no sentido de tentar anular ou minimizar a possibilidade de perdas eventuais trazidas por uma seleção malsucedida (Bauer, 1960;Roseluis, 1971;Taylor, 1974). Souza, A. G. de, Melo, F. V. S., & Barbosa, M. de L. de A. Riscos percebidos na aquisição de serviços hoteleiros online: Fatores determinantes das estratégias de redução e suas relações com as características demográficas do consumidor De acordo com Mitchell e McGoldrick (1996), as estratégias de redução dos riscos são mais comumente utilizadas visando à resolução de incertezas de compra.…”

Section: Estratégias De Redução De Riscos Na Webunclassified

“…Conforme argumenta Taylor (1974), o resultado de uma escolha só pode ser conhecido após a tomada de decisão por parte do sujeito e, assim sendo, o consumidor é levado a lidar diretamente com a presença do risco. Considera-se, portanto, que a falta de conhecimento é capaz de levar o sujeito a se engajar num processo de busca por informações visando amenizar o impacto das incertezas de uma escolha.…”

Section: Introductionunclassified

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Riscos Percebidos Na Aquisição De Serviços Hoteleiros Online: Fatores Determinantes Das Estratégias De Redução E Suas Relações Com as Características Demográficas Do Consumidor

Souza

Melo

Barbosa

2012

RBTUR

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Riscos percebidos na aquisição de serviços hoteleiros online:Fatores determinantes das estratégias de redução e suas relações com as características demográficas do consumidor Resumo: O objetivo deste artigo foi identificar quais fatores determinam a adoção de estratégias de redução de risco percebido na aquisição de serviços hoteleiros online, verificando se há relação entre estes e as características demográficas dos consumidores. O método de análise fatorial foi utilizado após aplicação de questionário estruturado junto a consumidores que têm o hábito de viajar e reservar hotéis pela internet. Os resultados demonstraram que os fatores que caracterizam as estratégias utilizadas por consumidores como meio de redução de risco no ambiente virtual são: experiência de uso própria ou de pares, garantias e certezas de regulamentação e preço mais caro. Ou seja, pode-se considerar que estes fatores são relevantes e tendem a ser utilizados pelos consumidores como forma de reduzir os riscos ao adquirir um serviço hoteleiro pela web. Por outro lado, constatou-se que as características demográficas não apresentam relações com a percepção de risco destes consumidores. Com estes resultados a questão que fica é saber se as empresas deste ramo de atividade desenvolvem ações alinhadas com tais fatores de modo a permitir que os consumidores reduzam suas percepções de risco ao comprar estes serviços em seus websites. Palavras-chave: Risco percebido; Serviços hoteleiros; Ambiente virtual.

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“…11 Choice among consumption options usually contains some element of 'uncertainty, or risk'. 12 Indeed, a considerable body of research suggests that assessment of risk and the strategies used to reduce risk-induced anxiety vary across individuals and situations. Although perceptions of risk differ, overall, services are perceived as being H1a: Individuals who are likely to choose the self-service option will evaluate dimensions of risk associated with both self-and full-service options.…”

Section: Services and Riskmentioning

confidence: 99%

The self- versus full-service decision: Gender-based differences in assessment of risk

Sneath

Kennett²,

Megehee³

2002

J Target Meas Anal Mark

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The Role of Risk in Consumer Behavior

Cited by 480 publications

References 4 publications

Mitigating risk in ecommerce transactions: perceptions of information credibility and the role of user-generated ratings in product quality and purchase intention

Mitigating risk in ecommerce transactions: perceptions of information credibility and the role of user-generated ratings in product quality and purchase intention

Riscos Percebidos Na Aquisição De Serviços Hoteleiros Online: Fatores Determinantes Das Estratégias De Redução E Suas Relações Com as Características Demográficas Do Consumidor

The self- versus full-service decision: Gender-based differences in assessment of risk

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