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Perceived Risk: Further Considerations for the Marketing Discipline
Abstract
Examines the construct of perceived risk, as used in consumer and marketing research. In the light of the shortcomings of past research, develops and tests three hypotheses. Findings show that the risk dimensions proposed in the literature (i.e. financial, psychological, social, performance, physical and time‐related risk) capture a very high fraction of perceived overall risk, and that a parsimonious structure of the risk concept exists as the other risk dimensions are mediated through individual psychological risk. Implications are highlighted.
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“Perceived risk is seen as a subjective expectation of the losses; it is also a form of expectation [97].”
From Investigating the Impact of Critical Factors on Continuance Intention towards Cross-Border Shopping Websites (2019) · cites this paper as [97]
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Chunxiang, L. (2014) · Journal of Applied Sciences · doi:10.3923/jas.2014.901.909 · Cited by 29
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“Perceived risk is seen as a subjective expectation of the losses; it is also a form of expectation [97].”
BackgroundYang, H. E., & Wu, C. C. (2009) · Production Planning & Control · doi:10.1080/09537280902843755 · Cited by 30
“The items that were validated in prior studies were used with minor wording modification to apply to an online shopping context (Steuer 1992, Stone and Gronhaug 1993, Devaraj et al. 2002, Srinivasan et al. 2002, Klein, 2003, Park and Kim 2003, Fiore et al. 2005).”
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“Items of perceived psychological risk were adapted from (Stone & Grønhaug, 1993).”
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Ghotbabadi, A. R., Feiz, S., & Baharun, R. (2016) · Mediterranean Journal of Social Sciences · doi:10.5901/mjss.2016.v7n1s1p161 · Cited by 30
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Exploring How Intangibility Affects Perceived Risk
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“8% of the total risk perception ( Stone & Gronhaug, 1993 ).”
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“[73] Downloading songs from file-sharing programs may cause me to experience unnecessary tension.”
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“…Goodhue and Thompson [34] The characteristics of using a CDSS a during clinicians’operation of it Technology characteristics Stone and Grønhaug [31] The degree to which a clinician believes that using a CDSS would enhance his or her job performance Task-technology fit Venkatesh et al [33] The…”
Users and non-users of P2P accommodation
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“Specifically, these risks may arise due to financial reasons (i.e. threat of losing money by purchasing the wrong product), performance (i.e. concerns about its expected performance), or time (i.e. possible loss of time in purchasing the product) (Stone & Grønhaug, 1993).”
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“Perceived risk can be regarded as the subjective expectation of a possible loss (Stone and Gronhaug 1993).”
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“This concept has traditionally been categorized into financial, psychological, functional, and time-related dimensions (Jacoby & Kaplan, 1972; Stone & Grønhaug, 1993).”
Lee, B. C. Y. (2014) · Asian Journal of Technology Innovation · doi:10.1080/19761597.2014.907862 · Cited by 23
“Risk can be conceptualized as an objective characteristic of a given situation.”
BackgroundMethodInfluential
Metadata
- Authors
- Stone, R. N., & Grønhaug, K.
- Venue
- European Journal of Marketing
- Publisher
- Emerald
- Published
- 1993-04-01
- Volume
- 27
- Issue
- 3
- Pages
- 39-50
- ISSN
- 0309-0566 (ISSN-L)
- OpenAlex
- W2062541363
- Cited by
- 1,348
- References
- 0
- Citations by year
- 2026: 71 · 2025: 53 · 2024: 66 · 2023: 77 · 2022: 100 · 2021: 74 · 2020: 94 · 2019: 76 · 2018: 56 · 2017: 64 · 2016: 62 · 2015: 73 · 2014: 78 · 2013: 45 · 2012: 45
- FWCI
- 4.28
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- European Journal of Marketing (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
- Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
- Keywords
- risk perception, risk dimensions, psychological risk, financial risk, social risk, performance risk, physical risk, risk structure, consumer behavior
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
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