Impact of Perceived Risk on Purchase Intention in Product-harm Crisis
The perceived risk plays an important role in customers buying decision. For increasing the customers purchase intention .decreasing the customers perceived risk is the most usual way. Most of the previous researches related with the perceived risk focused on the normal buying environment, while this article mainly discusses the specific dimensions of the perceived risk including: financial risk, function risk, the body risk ,the social risk and the psychological risk which have significant influence on the customer s purchase intention in the context of the product-harm crisis, thus validated the hypothesis that the perceived risk were made of the above five dimensions and made targeted marketing suggestions for enterprises to deal with the productharm crisis .
Buying decision Product-harm crisis Perceived risk Purchase intention
LIANG Jian-ming WEI Hai-ying
Management School, Jinan University, P.R. China, 510632 International Business School, Jinan University, P.R. China, 510632
国际会议
哈尔滨
英文
123-127
2011-11-24（万方平台首次上网日期，不代表论文的发表时间）