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1、消费者感知风险：概念和模型外文翻译外文翻译原文Consumerperceivedrisk:conceptualisationsandmodelsMaterialSource:EuropeanJournalofMarketing/Volume33issue1/2Author:Vincent-WayneMitchellKeywordsConsumerbehaviour,Consumer’srisk,Marketingstrategy,Model,Perception,RiskAbstractReviewstheliteratureonconsumer-perceivedriskov
2、erthepast30years.Thereviewbeginsbyestablishingperceivedrisk’srelationshipwithrelatedmarketingconstructssuchasinvolvementandtrust.Itthentacklessomedebateswithintheliterature,concerningsubjectiveandobjectiveriskanddifferencesbetweentheconceptsofriskanduncertainty.Itdescribeshowdifferentmodelsh
3、avebeendevisedandoperationalisedtomeasureriskandhowthesehavedevelopedovertheyears.Aimstoidentifyandreportthetheoreticalandmodeldevelopmentsoverthepast30yearsandtoproposecriteriawhichresearcherscanuseindecidingthemostusefulmodelfortheirownresearch.Thecriteriaare:understanding,prediction,suita
4、bilityforreliabilityandvalidityassessment,practicalityandusability.Itissuggestedthatthebasictwo-componentmodelisstillthemostgenerallyusefulforresearchersandpractitionersalike.IntroductionIn1960,whenBauerfirstbroughttheconceptofrisktotheattentionoftheAmericanmarketingcommunityhestatedthat:Iha
5、veneitherconfidencenoranxietythatmyproposalwillcauseanymajorstir.Atmost,itistobehopedthatitwillattracttheattentionofafewresearchersandpractitionersandatleastsurvivethroughinfancyBauer,1960,p.389.So,whydomarketingpractitionersandresearcherscontinuetobeinterested?First,perceivedrisktheoryhasin
6、tuitiveappealandplaysaroleinfacilitatingmarketersseeingtheworldthroughtheircustomer’seyes.Second,itcanbealmostuniversallyappliedanditsversatilityhasbeendemonstratedinawiderangeofapplications,fromspaghettiCunningham,1967toindustrialreprographicequipmentNewall,1977.Third,itissuggestedthatperce
7、ivedriskismorepowerfulatexplainingconsumers’behavioursinceconsumersaremoreoftenmotivatedtoavoidmistakesthantoimiseutilityinpurchasing.Fourth,riskanalysiscanbeusedinmarketingresourceallocationdecisions.Forexample,astudyofriskrelieversusedbyconsumers
