Perceived risk in marketing strategy

Liu Tian-Que

doi:10.1007/978-3-642-27966-9_25

Perceived risk in marketing strategy

Liu Tian-Que^*

^*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

2 Citations (Scopus)

Abstract

'Perceived risk' in consumer behavior theory helps explain why often consumers do not move from the desire stage to the action stage, that is, make the actual purchase decision. Appropriate theories and practice can be used to identify what strategies marketers can employ to overcome this problem. However, there are still some gaps existing when applying these theories in practice. Future studies could be more related to psychology and focused on the risk perception of consumers who shop for goods at the virtual storefront.

Original language	English
Title of host publication	Business, Economics, Financial Sciences, and Management
Pages	175-178
Number of pages	4
DOIs	https://doi.org/10.1007/978-3-642-27966-9_25
Publication status	Published - 2012
Event	2011 International Conference on Business, Economics, and Financial Sciences, Management, BEFM 2011 - Jeju Island, Korea, Republic of Duration: 30 Dec 2011 → 31 Dec 2011

Publication series

Name	Advances in Intelligent and Soft Computing
Volume	143 AISC
ISSN (Print)	1867-5662

Conference

Conference	2011 International Conference on Business, Economics, and Financial Sciences, Management, BEFM 2011
Country/Territory	Korea, Republic of
City	Jeju Island
Period	30/12/11 → 31/12/11

Access to Document

10.1007/978-3-642-27966-9_25

Cite this

@inproceedings{c96eddaa44a84bdfaa2064cf29d09880,

title = "Perceived risk in marketing strategy",

abstract = "'Perceived risk' in consumer behavior theory helps explain why often consumers do not move from the desire stage to the action stage, that is, make the actual purchase decision. Appropriate theories and practice can be used to identify what strategies marketers can employ to overcome this problem. However, there are still some gaps existing when applying these theories in practice. Future studies could be more related to psychology and focused on the risk perception of consumers who shop for goods at the virtual storefront.",

author = "Liu Tian-Que",

year = "2012",

doi = "10.1007/978-3-642-27966-9_25",

language = "English",

isbn = "9783642279652",

series = "Advances in Intelligent and Soft Computing",

pages = "175--178",

booktitle = "Business, Economics, Financial Sciences, and Management",

note = "2011 International Conference on Business, Economics, and Financial Sciences, Management, BEFM 2011 ; Conference date: 30-12-2011 Through 31-12-2011",

}

Tian-Que, L 2012, Perceived risk in marketing strategy. in Business, Economics, Financial Sciences, and Management. Advances in Intelligent and Soft Computing, vol. 143 AISC, pp. 175-178, 2011 International Conference on Business, Economics, and Financial Sciences, Management, BEFM 2011, Jeju Island, Korea, Republic of, 30/12/11. https://doi.org/10.1007/978-3-642-27966-9_25

TY - GEN

T1 - Perceived risk in marketing strategy

AU - Tian-Que, Liu

PY - 2012

Y1 - 2012

N2 - 'Perceived risk' in consumer behavior theory helps explain why often consumers do not move from the desire stage to the action stage, that is, make the actual purchase decision. Appropriate theories and practice can be used to identify what strategies marketers can employ to overcome this problem. However, there are still some gaps existing when applying these theories in practice. Future studies could be more related to psychology and focused on the risk perception of consumers who shop for goods at the virtual storefront.

AB - 'Perceived risk' in consumer behavior theory helps explain why often consumers do not move from the desire stage to the action stage, that is, make the actual purchase decision. Appropriate theories and practice can be used to identify what strategies marketers can employ to overcome this problem. However, there are still some gaps existing when applying these theories in practice. Future studies could be more related to psychology and focused on the risk perception of consumers who shop for goods at the virtual storefront.

UR - http://www.scopus.com/inward/record.url?scp=84858991071&partnerID=8YFLogxK

U2 - 10.1007/978-3-642-27966-9_25

DO - 10.1007/978-3-642-27966-9_25

M3 - Conference contribution

SN - 9783642279652

T3 - Advances in Intelligent and Soft Computing

SP - 175

EP - 178

BT - Business, Economics, Financial Sciences, and Management

T2 - 2011 International Conference on Business, Economics, and Financial Sciences, Management, BEFM 2011

Y2 - 30 December 2011 through 31 December 2011

ER -

Perceived risk in marketing strategy

Abstract

Publication series

Conference

Access to Document

Other files and links

Fingerprint

Cite this