Strategies for reducing consumers' risk aversion in Internet shopping
Using experimental design and conjoint analysis, this paper studies the risk perception of Singaporean consumers on Internet shopping, and tests the effectiveness of several risk-reducing strategies that Internet marketers could use in promoting online shopping among consumers. The results show that...
Ausführliche Beschreibung
Gespeichert in:
| Autor*in: |
Tan, Soo Jiuan [verfasserIn] |
|---|
| Format: |
E-Artikel |
|---|---|
| Sprache: |
Englisch |
| Erschienen: |
1999 |
|---|
| Schlagwörter: |
|---|
| Umfang: |
18 |
|---|
| Reproduktion: |
Emerald Fulltext Archive Database 1994-2005 |
|---|---|
| Übergeordnetes Werk: |
In: Journal of consumer marketing - Bradford : Emerald, 1984, 16(1999), 2, Seite 163-180 |
| Übergeordnetes Werk: |
volume:16 ; year:1999 ; number:2 ; pages:163-180 ; extent:18 |
| Links: |
|---|
| DOI / URN: |
10.1108/07363769910260515 |
|---|
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NLEJ219841004 |
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| 520 | |a Using experimental design and conjoint analysis, this paper studies the risk perception of Singaporean consumers on Internet shopping, and tests the effectiveness of several risk-reducing strategies that Internet marketers could use in promoting online shopping among consumers. The results show that Singaporean consumers with a higher degree of risk aversion than others tend to perceive Internet shopping to be a risky activity. However, Internet marketers could rely on using reference group appeal as the most preferred risk relievers for this group of consumers, particularly by getting expert users to endorse the products involved. In addition, the marketer's reputation, the brand's image, and specific warranty strategies are also effective risk relievers for the potential Internet shoppers. | ||
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10.1108/07363769910260515 doi (DE-627)NLEJ219841004 DE-627 ger DE-627 rakwb eng XA-GB Tan, Soo Jiuan verfasserin aut Strategies for reducing consumers' risk aversion in Internet shopping 1999 18 nicht spezifiziert zzz rdacontent nicht spezifiziert z rdamedia nicht spezifiziert zu rdacarrier Using experimental design and conjoint analysis, this paper studies the risk perception of Singaporean consumers on Internet shopping, and tests the effectiveness of several risk-reducing strategies that Internet marketers could use in promoting online shopping among consumers. The results show that Singaporean consumers with a higher degree of risk aversion than others tend to perceive Internet shopping to be a risky activity. However, Internet marketers could rely on using reference group appeal as the most preferred risk relievers for this group of consumers, particularly by getting expert users to endorse the products involved. In addition, the marketer's reputation, the brand's image, and specific warranty strategies are also effective risk relievers for the potential Internet shoppers. Emerald Fulltext Archive Database 1994-2005 Consumer attitudes Consumer's risk Internet Marketing strategy Perceptions Shopping In Journal of consumer marketing Bradford : Emerald, 1984 16(1999), 2, Seite 163-180 Online-Ressource (DE-627)NLEJ219578982 (DE-600)2032361-X nnns volume:16 year:1999 number:2 pages:163-180 extent:18 http://dx.doi.org/10.1108/07363769910260515 GBV_USEFLAG_U ZDB-1-EFD GBV_NL_ARTICLE AR 16 1999 2 163-180 18 |
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10.1108/07363769910260515 doi (DE-627)NLEJ219841004 DE-627 ger DE-627 rakwb eng XA-GB Tan, Soo Jiuan verfasserin aut Strategies for reducing consumers' risk aversion in Internet shopping 1999 18 nicht spezifiziert zzz rdacontent nicht spezifiziert z rdamedia nicht spezifiziert zu rdacarrier Using experimental design and conjoint analysis, this paper studies the risk perception of Singaporean consumers on Internet shopping, and tests the effectiveness of several risk-reducing strategies that Internet marketers could use in promoting online shopping among consumers. The results show that Singaporean consumers with a higher degree of risk aversion than others tend to perceive Internet shopping to be a risky activity. However, Internet marketers could rely on using reference group appeal as the most preferred risk relievers for this group of consumers, particularly by getting expert users to endorse the products involved. In addition, the marketer's reputation, the brand's image, and specific warranty strategies are also effective risk relievers for the potential Internet shoppers. Emerald Fulltext Archive Database 1994-2005 Consumer attitudes Consumer's risk Internet Marketing strategy Perceptions Shopping In Journal of consumer marketing Bradford : Emerald, 1984 16(1999), 2, Seite 163-180 Online-Ressource (DE-627)NLEJ219578982 (DE-600)2032361-X nnns volume:16 year:1999 number:2 pages:163-180 extent:18 http://dx.doi.org/10.1108/07363769910260515 GBV_USEFLAG_U ZDB-1-EFD GBV_NL_ARTICLE AR 16 1999 2 163-180 18 |
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10.1108/07363769910260515 doi (DE-627)NLEJ219841004 DE-627 ger DE-627 rakwb eng XA-GB Tan, Soo Jiuan verfasserin aut Strategies for reducing consumers' risk aversion in Internet shopping 1999 18 nicht spezifiziert zzz rdacontent nicht spezifiziert z rdamedia nicht spezifiziert zu rdacarrier Using experimental design and conjoint analysis, this paper studies the risk perception of Singaporean consumers on Internet shopping, and tests the effectiveness of several risk-reducing strategies that Internet marketers could use in promoting online shopping among consumers. The results show that Singaporean consumers with a higher degree of risk aversion than others tend to perceive Internet shopping to be a risky activity. However, Internet marketers could rely on using reference group appeal as the most preferred risk relievers for this group of consumers, particularly by getting expert users to endorse the products involved. In addition, the marketer's reputation, the brand's image, and specific warranty strategies are also effective risk relievers for the potential Internet shoppers. Emerald Fulltext Archive Database 1994-2005 Consumer attitudes Consumer's risk Internet Marketing strategy Perceptions Shopping In Journal of consumer marketing Bradford : Emerald, 1984 16(1999), 2, Seite 163-180 Online-Ressource (DE-627)NLEJ219578982 (DE-600)2032361-X nnns volume:16 year:1999 number:2 pages:163-180 extent:18 http://dx.doi.org/10.1108/07363769910260515 GBV_USEFLAG_U ZDB-1-EFD GBV_NL_ARTICLE AR 16 1999 2 163-180 18 |
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10.1108/07363769910260515 doi (DE-627)NLEJ219841004 DE-627 ger DE-627 rakwb eng XA-GB Tan, Soo Jiuan verfasserin aut Strategies for reducing consumers' risk aversion in Internet shopping 1999 18 nicht spezifiziert zzz rdacontent nicht spezifiziert z rdamedia nicht spezifiziert zu rdacarrier Using experimental design and conjoint analysis, this paper studies the risk perception of Singaporean consumers on Internet shopping, and tests the effectiveness of several risk-reducing strategies that Internet marketers could use in promoting online shopping among consumers. The results show that Singaporean consumers with a higher degree of risk aversion than others tend to perceive Internet shopping to be a risky activity. However, Internet marketers could rely on using reference group appeal as the most preferred risk relievers for this group of consumers, particularly by getting expert users to endorse the products involved. In addition, the marketer's reputation, the brand's image, and specific warranty strategies are also effective risk relievers for the potential Internet shoppers. Emerald Fulltext Archive Database 1994-2005 Consumer attitudes Consumer's risk Internet Marketing strategy Perceptions Shopping In Journal of consumer marketing Bradford : Emerald, 1984 16(1999), 2, Seite 163-180 Online-Ressource (DE-627)NLEJ219578982 (DE-600)2032361-X nnns volume:16 year:1999 number:2 pages:163-180 extent:18 http://dx.doi.org/10.1108/07363769910260515 GBV_USEFLAG_U ZDB-1-EFD GBV_NL_ARTICLE AR 16 1999 2 163-180 18 |
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10.1108/07363769910260515 doi (DE-627)NLEJ219841004 DE-627 ger DE-627 rakwb eng XA-GB Tan, Soo Jiuan verfasserin aut Strategies for reducing consumers' risk aversion in Internet shopping 1999 18 nicht spezifiziert zzz rdacontent nicht spezifiziert z rdamedia nicht spezifiziert zu rdacarrier Using experimental design and conjoint analysis, this paper studies the risk perception of Singaporean consumers on Internet shopping, and tests the effectiveness of several risk-reducing strategies that Internet marketers could use in promoting online shopping among consumers. The results show that Singaporean consumers with a higher degree of risk aversion than others tend to perceive Internet shopping to be a risky activity. However, Internet marketers could rely on using reference group appeal as the most preferred risk relievers for this group of consumers, particularly by getting expert users to endorse the products involved. In addition, the marketer's reputation, the brand's image, and specific warranty strategies are also effective risk relievers for the potential Internet shoppers. Emerald Fulltext Archive Database 1994-2005 Consumer attitudes Consumer's risk Internet Marketing strategy Perceptions Shopping In Journal of consumer marketing Bradford : Emerald, 1984 16(1999), 2, Seite 163-180 Online-Ressource (DE-627)NLEJ219578982 (DE-600)2032361-X nnns volume:16 year:1999 number:2 pages:163-180 extent:18 http://dx.doi.org/10.1108/07363769910260515 GBV_USEFLAG_U ZDB-1-EFD GBV_NL_ARTICLE AR 16 1999 2 163-180 18 |
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Using experimental design and conjoint analysis, this paper studies the risk perception of Singaporean consumers on Internet shopping, and tests the effectiveness of several risk-reducing strategies that Internet marketers could use in promoting online shopping among consumers. The results show that Singaporean consumers with a higher degree of risk aversion than others tend to perceive Internet shopping to be a risky activity. However, Internet marketers could rely on using reference group appeal as the most preferred risk relievers for this group of consumers, particularly by getting expert users to endorse the products involved. In addition, the marketer's reputation, the brand's image, and specific warranty strategies are also effective risk relievers for the potential Internet shoppers. |
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Using experimental design and conjoint analysis, this paper studies the risk perception of Singaporean consumers on Internet shopping, and tests the effectiveness of several risk-reducing strategies that Internet marketers could use in promoting online shopping among consumers. The results show that Singaporean consumers with a higher degree of risk aversion than others tend to perceive Internet shopping to be a risky activity. However, Internet marketers could rely on using reference group appeal as the most preferred risk relievers for this group of consumers, particularly by getting expert users to endorse the products involved. In addition, the marketer's reputation, the brand's image, and specific warranty strategies are also effective risk relievers for the potential Internet shoppers. |
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Using experimental design and conjoint analysis, this paper studies the risk perception of Singaporean consumers on Internet shopping, and tests the effectiveness of several risk-reducing strategies that Internet marketers could use in promoting online shopping among consumers. The results show that Singaporean consumers with a higher degree of risk aversion than others tend to perceive Internet shopping to be a risky activity. However, Internet marketers could rely on using reference group appeal as the most preferred risk relievers for this group of consumers, particularly by getting expert users to endorse the products involved. In addition, the marketer's reputation, the brand's image, and specific warranty strategies are also effective risk relievers for the potential Internet shoppers. |
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