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Article: Online consumers' risk-reduction strategies.(Survey)
- Article from:
- Review of Business Research
- Article date:
- July 1, 2007
- Author:
CopyrightCOPYRIGHT 2007 International Academy of Business and Economics. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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ABSTRACT
The growth of Internet marketing has encouraged marketing researchers to look at how traditional consumer behavior theories and models are applied in the Internet context. The current research was designed to examine how consumers apply the traditional risk-reduction strategies for Internet shopping. The findings of the research clearly identified consumers' risk perception and risk-reduction strategies in the Internet, which can use to identify, develop and provide new effective strategies for the Internet to become a more successful marketing channel.
Keywords: Perceived Risk, Internet Marketing, Risk Reduction Strategies
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