Impact of risk perception on customer purchase behavior: a meta-analysis

Volume: 35, Issue: 1, Pages: 76 - 96
Published: Jan 6, 2020
Abstract
Purpose Risk perception is an essential factor affecting how individuals evaluate risk, make decisions and behave. The impact of risk perception on customer purchase behavior has been widely studied; however, the association has been debated. Therefore, the purpose of this paper is to examine the relationship between risk perception and customer purchase behavior and to examine factors that could moderate it. Design/methodology/approach This...
Paper Details
Title
Impact of risk perception on customer purchase behavior: a meta-analysis
Published Date
Jan 6, 2020
Volume
35
Issue
1
Pages
76 - 96
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