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Erschienen in:
2012 | OriginalPaper | Buchkapitel
Perceived Risk in Marketing Strategy
verfasst von : Liu Tian-Que
Erschienen in: Business, Economics, Financial Sciences, and Management
Verlag: Springer Berlin Heidelberg
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’Perceived risk’ in consumer behavior theory helps explain why often consumers do not move from the desire stage to the action stage, that is, make the actual purchase decision. Appropriate theories and practice can be used to identify what strategies marketers can employ to overcome this problem. However, there are still some gaps existing when applying these theories in practice. Future studies could be more related to psychology and focused on the risk perception of consumers who shop for goods at the virtual storefront.