消费者感知风险：概念和模型

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1、外文文献原文Title:Consumerperceivedrisk:conceptualisationsandmodelsMaterialSource:EuropeanJournalofMarketing/Volume33issue1/2Author:Vincent-WayneMitchellKeywords:Consumerbehaviour，Consumer’srisk，Marketingstrategy，Model，Perception，RiskAbstractReviewstheliteratureonconsumer-perceivedriskoverthepast30y

2、ears.Thereviewbeginsbyestablishingperceivedrisk’srelationshipwithrelatedmarketingconstructssuchasinvolvementandtrust.Itthentacklessomedebateswithintheliterature，concerningsubjectiveandobjectiveriskanddifferencesbetweentheconceptsofriskanduncertainty.Itdescribeshowdifferentmodelshavebeendevised

3、andoperationalisedtomeasureriskandhowthesehavedevelopedovertheyears.Aimstoidentifyandreportthetheoreticalandmodeldevelopmentsoverthepast30yearsandtoproposecriteriawhichresearcherscanuseindecidingthemostusefulmodelfortheirownresearch.Thecriteriaare:understanding，prediction，suitabilityforreliabi

4、lityandvalidityassessment，practicalityandusability.Itissuggestedthatthebasictwo-componentmodelisstillthemostgenerallyusefulforresearchersandpractitionersalike.IntroductionIn1960，whenBauerfirstbroughttheconceptofrisktotheattentionoftheAmericanmarketingcommunityhestatedthat:Ihaveneitherconfidenc

5、enoranxietythatmyproposalwillcauseanymajorstir.Atmost，itistobehopedthatitwillattracttheattentionofafewresearchersandpractitionersandatleastsurvivethroughinfancy(Bauer，1960，p.389).So，whydomarketingpractitionersandresearcherscontinuetobeinterested?First，perceivedrisktheoryhasintuitiveappealandpl

6、aysaroleinfacilitatingmarketersseeingtheworldthroughtheircustomer’seyes.Second，itcanbealmostuniversallyappliedanditsversatilityhasbeendemonstratedinawiderangeofapplications，fromspaghetti(Cunningham，1967)toindustrialreprographicequipment(Newall，1977).Third，itissuggestedthatperceivedriskismorepo

7、werfulatexplainingconsumers’behavioursinceconsumersaremoreoftenmotivatedtoavoidmistakesthantomaximiseutilityinpurchasing.Fourth，risk8analysiscanbeusedinmarketingresourceallocationdecisions.Forexample，astudyofriskrelieversusedbyconsumers