陈尊尼,赵天韶,绯闻女孩第一季
social risk (risk that a poor product choice may result in social embarrassment), psychological risk (risk that a poor product choice will bruise the consumer ’ s ego) and time risk (risk that the time spent in product search may be wasted if the product does not perform as expected). Perceived risk is considered a consumer characteristic as well as a product characteristic as it may be due to various factors either associated with personal or product features. 12 – 14 Although there is always some element of risk that accompanies all purchases, there are conceptual frameworks 15,16 and empirical evidence 17,18 that suggest that more risk is associated with services than goods. It is identifi ed that services are perceived to be riskier than goods for all types of perceived risk. 19 This is due to the experiential nature of services and its characteristics, which result in a decrease in pre-purchase information for the evaluation of service products. Research 20 indicates that a decrease in the amount and / or quality of information is usually accompanied by a concomitant increase in perceived risk. As a result, consumers seek information from different sources when faced with risk or uncertainty. 21,22 In highrisk situations, consumers are likely to engage in complex information search and evaluation, and in low-risk situations, they are likely to use very simple search and evaluation tactics. The degree of perceived risk infl uences pre-purchase search for the decision process. 7,12 – 14 During a pre-purchase search 23 for making a purchase decision, consumers fi rst tend to recollect the relevant information from memory and past experiences (internal search). If the consumer has had no prior experience or is unable to reach a solution through internal search, then the consumer may engage in an extensive search of the outside environment for useful information to make a choice. The information search focused on external information relevant to solving the problem is called external search. This external search includes personal sources such as friends, family, neighbours and relatives; independent sources such as magazines, consumer groups and government agencies; and marketing sources such as sales personnel and advertising. Internal information is the primary source used by most consumers most of the time. Even that information in long-term memory, however, was initially obtained from external sources. Research evidence shows that as perceived risk associated with the purchase increases, the use of personal sources is the most preferred source of external information 7,24 and the credibility of personal sources |
