Perceived Risk in Mail-Order and Retail Store Buying
Open Access
- 1 August 1970
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 7 (3) , 364-369
- https://doi.org/10.1177/002224377000700313
Abstract
This study investigates differences in risk perception between buying by mail and buying from a store and/or salesman. For 20 products studied, consumers perceived more risk in the mail-order situation than in the store/salesman situation. The relationship between perceived risk and selected socioeconomic variables is examined. Implications for further research are explored.Keywords
This publication has 1 reference indexed in Scilit:
- Individual and situational differences in desire for certainty.The Journal of Abnormal and Social Psychology, 1957