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Effective risk relievers for dimensional perceived risks on mail-order purchase: a case study on speciality foods in the UK

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

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Official URL: http://dx.doi.org/10.1300/J038v07n01_04

Abstract

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.

Item Type:Article
Additional Information:Online ISSN 1540-4102
Research Community:University of Westminster > Westminster Business School
ID Code:728
Deposited On:19 Sep 2005
Last Modified:17 Oct 2011 16:41

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