Perceived Risk and Its Components: A Model and Empirical Test
Open Access
- 1 May 1973
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 10 (2) , 184-190
- https://doi.org/10.1177/002224377301000209
Abstract
A theoretical model and measurement system for perceived risk and its components is developed and empirically tested for nine product types. Regression analysis is used to consider both additive and multiplicative relationships. The results generally support the hypothesized model.Keywords
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