Mai, Li-Wei (2001) Effective risk relievers for dimensional perceived risks on mail-order purchase: a case study on speciality foods in the UK. Journal of Food Products Marketing, 7 (1/2). pp. 35-51. ISSN 1045-4446
Official URL: http://dx.doi.org/10.1300/J038v07n01_04
This article examines the effective risk relievers for different dimensions of perceived risk on mail-order purchase of food products. The sample comprised 1,600 active and inactive mail-order specialty food shoppers in the UK. The analysis focused on the correlation coefficients between consumers' levels of perceived risk and their weight on the importance of the risk relievers. Amongst 15 risk relievers, the results implied that there are certain risk relievers attached to higher levels of importance by consumers, who perceive higher levels of risks in certain aspects of mail-order purchase. Therefore, mail-order companies should promote the effective risk relievers to reduce specific dimensions of perceived risks.
|Additional Information:||Online ISSN 1540-4102|
|Research Community:||University of Westminster > Westminster Business School|
|Deposited On:||19 Sep 2005|
|Last Modified:||17 Oct 2011 16:41|
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