Anzeige
Erschienen in:
2015 | OriginalPaper | Buchkapitel
Decision Participants’ Pre-Purchase Risk Perceptions for an Industrial Innovation
verfasst von : Daulatram B. Lund
Erschienen in: Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference
Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.
Wählen Sie Textabschnitte aus um mit Künstlicher Intelligenz passenden Patente zu finden. powered by
Markieren Sie Textabschnitte, um KI-gestützt weitere passende Inhalte zu finden. powered by
This paper investigated the heterogeneity in decision participants’ pre-purchase risk perceptions in the adoption decision for an industrial innovation. Decision participants’ perception of six dimensions of risk were assessed. The decision participants were the members of supermarket buying committees, and the innovation adoption decision concerned the Universal Product Code scanner checkout system. Multivariate analysis of variance was used to test the differences in perceived risk across decision participants grouped on the basis of organizational hierarchy, functional area, industry experience, age, and education. The implication of the analyses for industrial marketing strategy is briefly discussed.