Strategies for reducing consumers’ risk aversion in Internet shopping
Abstract
Using experimental design and conjoint analysis, this paper studies the risk perception of Singaporean consumers on Internet shopping, and tests the effectiveness of several risk‐reducing strategies that Internet marketers could use in promoting online shopping among consumers. The results show that Singaporean consumers with a higher degree of risk aversion than others tend to perceive Internet shopping to be a risky activity. However, Internet marketers could rely on using reference group appeal as the most preferred risk relievers for this group of consumers, particularly by getting expert users to endorse the products involved. In addition, the marketer’s reputation, the brand’s image, and specific warranty strategies are also effective risk relievers for the potential Internet shoppers.
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- Authors
- Jiuan Tan, S.
- Venue
- Journal of Consumer Marketing
- Publisher
- Emerald
- Published
- 1999-04-01
- Volume
- 16
- Issue
- 2
- Pages
- 163-180
- ISSN
- 0736-3761 (ISSN-L)
- OpenAlex
- W2002396731
- Cited by
- 528
- References
- 0
- Citations by year
- 2026: 3 · 2025: 11 · 2024: 6 · 2023: 17 · 2022: 18 · 2021: 11 · 2020: 19 · 2019: 15 · 2018: 17 · 2017: 22 · 2016: 20 · 2015: 32 · 2014: 35 · 2013: 17 · 2012: 41
- FWCI
- 24.52
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Consumer Marketing (publishedVersion)
- National University of Singapore (submittedVersion)
- Topics
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Keywords
- risk aversion, online shopping, risk perception, risk mitigation strategies, brand image, warranty, consumer behavior, Singapore consumers
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