Risk perception as a determinant of consumer behavior in distribution channel

Marcin Lipowski

Abstract


Multichanneling is one of the strategies products and services distribution in the network economy. Multi-channel consumer spends more in comparison to consumer using only one distribution channel. The risk is associated with the buying decisions of consumers, including the place / way of purchase. The category perceived risk is composed of a number of variables. The aim of the publication is to identify sources of consumers perceived risk in conditions of distribution channel choice. The decision of the channel selection is determinant by performence risk, time risk, security risk and financial risk. Suppliers, however, through specific actions may restrict the perceived risk.

Keywords


perceived purchasing risk, channel of distribution, multi-channelling

Full Text:

PDF (Język Polski)

References


Clemes M.D., Gan Ch., Zhang J., An empirical analysis of online shopping adoption in Beijing, China, “Journal of Retailing and Consumer Services” 2014, vol. 21.

Cunningham S.M., The major dimensions of perceived risk, [w:] D.F. Cox (ed.), Risk Taking and Information Handling in Consumer Behaviour, “Harvard University Press” 1967, Boston, MA.

Featherman M.S., Pavlou P.A., Predicting e-services adoption: a perceived risk facets perspective, “International Journal of Human-Computer Studies” 2003, vol. 59.

Gupta, A., Su B., Walter Z., Risk profile and consumer shopping behavior in electronic and traditional channels, “Decision Support Systems” 2004, vol. 38.

Hoehle H., Scornavacca E., Huff S., Three decades of research on consumer adoption and utilization of electronic banking channels: A literature analysis, “Decision Support Systems” 2012, vol. 54.

Jonas A., Jakość usług a postrzegane przez klientów ryzyko ich zakupu, [w:] Kontrowersje wokół marketingu w Polsce. Niepewność i zaufanie a zachowania nabywców, L. Garbarski, J. Tkaczyk (red.), Wydawnictwa Akademickie i Profesjonalne, Warszawa 2009.

Kushwaha T., Shankar V., Are Multichannel Customers Really More Valuable? The Moderating Role of Product Category Characteristics, “Journal of Marketing” 2013, vol. 77.

Lipowski M., Usability of mobile distribution channel for financial services, “La Societe de L’information. Perspective Europeenne et Globale, Studia Ekonomiczne. Zeszyty Naukowe Wydziałowe”, Uniwersytet Ekonomiczny w Katowicach, 2013, nr 150.

Littler D., Melanthiou D., Consumer perceptions of risk and uncertainty and the implications for behaviour towards innovative retail services: The case of internet banking, “Journal of Retailing and Consumer Services” 2006, vol. 13.

Maciejewski G., Ryzyko w decyzjach nabywczych konsumentów, Wydawnictwo Uniwersytetu Ekonomicznego w Katowicach, Katowice 2010.

Martins C., Oliveira T., Popovic A., Understanding the Internet banking adoption: A unified theory of acceptance and use of technology and perceived risk application, “International Journal of Information Management” 2014, vol. 34.

Nepomuceno M.V., Laroche M., Richard M.-O., How to reduce perceived risk when buying online: The interactions between intangibility, product knowledge, brand familiarity, privacy and security concerns, “Journal of Retailing and Consumer Services” 2014, vol. 21.

Neslin S.A., Grewal D., Leghorn R., Shankar V., Teerling M.L., Thomas J.S., Verhoef P.C., Challenges and Opportunities in Multichannel Customer Management, “Journal of Service Research” 2006, vol. 9.

Parment A., Generation Y vs. Baby Boomers: Shopping behavior, buyer involvement and implications for retailing, “Journal of Retailing and Consumer Services” 2013, vol. 20.

Schroder H., Zaharia S., Linking multi-channel customer behavior with shopping motives: Anempirical investigation of a German retailer, “Journal of Retailing and Consumer Services” 2008, vol. 15.

Tyszka T., Zaleśkiewicz T., Racjonalność decyzji. Pewność i ryzyko, PWE, Warszawa 2001.




DOI: http://dx.doi.org/10.17951/h.2015.49.1.71
Date of publication: 2015-08-07 12:11:28
Date of submission: 2015-08-06 11:52:53


Statistics


Total abstract view - 961
Downloads (from 2020-06-17) - PDF (Język Polski) - 0

Indicators



Refbacks

  • There are currently no refbacks.


Copyright (c) 2015 Marcin Lipowski

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.