1、1外文翻译原文CONSUMERPERCEIVEDRISKCONCEPTUALISATIONSANDMODELSMATERIALSOURCEEUROPEANJOURNALOFMARKETING/VOLUME33ISSUE1/2AUTHORVINCENTWAYNEMITCHELLKEYWORDSCONSUMERBEHAVIOUR,CONSUMERSRISK,MARKETINGSTRATEGY,MODEL,PERCEPTION,RISKABSTRACTREVIEWSTHELITERATUREONCONSUMERPERCEIVEDRISKOVERTHEPAST30YEARSTHEREVIEWBEGIN
2、SBYESTABLISHINGPERCEIVEDRISKSRELATIONSHIPWITHRELATEDMARKETINGCONSTRUCTSSUCHASINVOLVEMENTANDTRUSTITTHENTACKLESSOMEDEBATESWITHINTHELITERATURE,CONCERNINGSUBJECTIVEANDOBJECTIVERISKANDDIFFERENCESBETWEENTHECONCEPTSOFRISKANDUNCERTAINTYITDESCRIBESHOWDIFFERENTMODELSHAVEBEENDEVISEDANDOPERATIONALISEDTOMEASURER
3、ISKANDHOWTHESEHAVEDEVELOPEDOVERTHEYEARSAIMSTOIDENTIFYANDREPORTTHETHEORETICALANDMODELDEVELOPMENTSOVERTHEPAST30YEARSANDTOPROPOSECRITERIAWHICHRESEARCHERSCANUSEINDECIDINGTHEMOSTUSEFULMODELFORTHEIROWNRESEARCHTHECRITERIAAREUNDERSTANDING,PREDICTION,SUITABILITYFORRELIABILITYANDVALIDITYASSESSMENT,PRACTICALIT
4、YANDUSABILITYITISSUGGESTEDTHATTHEBASICTWOCOMPONENTMODELISSTILLTHEMOSTGENERALLYUSEFULFORRESEARCHERSANDPRACTITIONERSALIKEINTRODUCTIONIN1960,WHENBAUERFIRSTBROUGHTTHECONCEPTOFRISKTOTHEATTENTIONOFTHEAMERICANMARKETINGCOMMUNITYHESTATEDTHATIHAVENEITHERCONFIDENCENORANXIETYTHATMYPROPOSALWILLCAUSEANYMAJORSTIRA
5、TMOST,ITISTOBEHOPEDTHATITWILLATTRACTTHEATTENTIONOFAFEWRESEARCHERSANDPRACTITIONERSANDATLEASTSURVIVETHROUGHINFANCYBAUER,1960,P389SO,WHYDOMARKETINGPRACTITIONERSANDRESEARCHERSCONTINUETOBEINTERESTEDFIRST,PERCEIVEDRISKTHEORYHASINTUITIVEAPPEALANDPLAYSAROLEINFACILITATINGMARKETERSSEEINGTHEWORLDTHROUGHTHEIRCU
6、STOMERSEYESSECOND,ITCANBEALMOSTUNIVERSALLYAPPLIEDANDITSVERSATILITYHASBEENDEMONSTRATEDINAWIDERANGEOFAPPLICATIONS,FROMSPAGHETTICUNNINGHAM,1967TOINDUSTRIALREPROGRAPHICEQUIPMENTNEWALL,1977THIRD,ITISSUGGESTEDTHATPERCEIVEDRISKISMORE2POWERFULATEXPLAININGCONSUMERSBEHAVIOURSINCECONSUMERSAREMOREOFTENMOTIVATED
7、TOAVOIDMISTAKESTHANTOMAXIMISEUTILITYINPURCHASINGFOURTH,RISKANALYSISCANBEUSEDINMARKETINGRESOURCEALLOCATIONDECISIONSFOREXAMPLE,ASTUDYOFRISKRELIEVERSUSEDBYCONSUMERSCANHELPTOINCREASEMARKETINGEFFICIENCYBYCHANNELLINGRESOURCESINTOSTRATEGIESWHICHCONSUMERSFINDMOREUSEFUL,WHILEWITHDRAWINGTHEMFROMTHOSEWHICHTHEY
8、FINDLESSUSEFULRISKPERCEPTIONANALYSISCANALSOBEHELPFULINBRANDIMAGEDEVELOPMENT,TARGETING,POSITIONINGANDSEGMENTATIONEGBYHIGHLIGHTINGRISKASPECTSINCOMPARATIVEADVERTISINGREPOSITIONINGCOMMODITYPRODUCTSTOGIVEADDEDVALUE,ANDSEGMENTINGCONSUMERSASONTHEBASISOFTHEIRRISKREDUCINGSTRATEGYUSAGEFINALLY,EXAMININGRISKPER
9、CEPTIONSCANGENERATENEWPRODUCTIDEASINARECENTSTUDYOFBREAKFASTCEREALS,ONEOFTHERISKSCONSUMERSPERCEIVEDWASARESULTOFDISLIKINGMILKTHISSUGGESTEDTHEDEVELOPMENTOFNONMILKBASEDBREAKFASTPRODUCTSSUCHASKELLOGGSPOPTARTSMITCHELLANDBOUSTANI,1993PERCEIVEDRISKAPPLICATIONSALTHOUGHPERCEIVEDRISKHASFOUNDAPPLICATIONINMANYAR
10、EAS,ITISBEYONDTHESCOPEOFTHISPAPERTOREVIEWALLOFTHESE1INSTEAD,THISSECTIONOUTLINESTHEMAINAREASOFAPPLICATIONINCONSUMERANDORGANISATIONALMARKETSANDDRAWSDISTINCTIONSBETWEENHIGHANDLOWINVOLVEMENTGOODSANDBETWEENGOODSANDSERVICESANUMBEROFAUTHORSHAVESHOWNTHATSERVICESARERISKIERTHANPRODUCTSGUSEMAN,1981LEWIS,1976MI
11、TCHELLANDGREATOREX,1993THISISBECAUSEOFTHEINHERENTPROPERTIESOFSERVICES,IEHETEROGENEITY,PERISHABILITY,INSEPARABILITYANDINTANGIBILITYWHICHUNDERMINECONSUMERCONFIDENCEANDINCREASETHEPERCEIVEDRISK,MAINLYBYAUGMENTINGTHEDEGREEOFUNCERTAINTYINTHEDECISIONTHEMOSTFREQUENTLYSTUDIEDSERVICESARELIFEINSURANCE,DOCTORSA
12、NDHAIRDRESSERS,THENLEGALSERVICES,BANKSANDDRYCLEANERSWITHMORERECENTSTUDIESFOCUSINGONPROFESSIONALSERVICESEGBOZE,1987CROCKER,1983GARNERANDGARNER,1985MOTILLA,1983THEVERSATILITYOFPERCEIVEDRISKANDITSUNIVERSALAPPEALFORRESEARCHERSKEENTOEXPLAINLESSUSUALCONSUMERPHENOMENAISDEMONSTRATEDBYSTUDIESONTOPICSSUCHASEX
13、PERTSSYSTEMSANDARTIFICIALINTELLIGENCETAUNTON,1989WONG,1988,FLEXIBLEMANUFACTURINGSYSTEMSPHILLIPS,1987,COMPLAINTSABOUTADVERTISINGLAWSON,1985,FINANCIALRISKASSESSMENTFARRELLYETAL,1985,TOPEXECUTIVETRAVELBROWN,1987ANDDIFFUSIONTHEORYONKVISITANDSHAW,1989VERYMANYSTUDIESHAVEEXAMINEDFAIRLYLOWCOSTCONVENIENCEFOO
14、DANDNONFOODSTUFFS,WITHWHICHCONSUMERSARELITTLEINVOLVEDANDWITHINWHICHTHEREIS3MINIMALPERCEIVEDRISKTHISISAPROBLEMBECAUSEWHENRISKISBELOWARISKTHRESHOLD,PERCEIVEDRISKTHEORYHASLITTLEEXPLICATORYPOWEREXCEPTWHENTHESEPRODUCTSARETHESUBJECTOFACONSUMER“SCARE”APRIORITYFORFUTURERESEARCHSHOULDBETOUSEHIGHVALUEPRODUCTS
15、ORSERVICES,FOREXAMPLE,CARS,FRIDGES,WASHINGMACHINES,BROWNGOODS,BOATS,CARAVANS,HOUSES,TIMESHAREACCOMMODATION,JEWELLERY,OBJETSDART,HOLIDAYS,WEDDINGARRANGEMENTS,PRIVATEPENSIONPLANS,ETCAPPLICATIONSINTHEORGANISATIONALPURCHASINGAREAHAVEBEENFEWER,BUTHAVESHOWNTHATONEOFTHEMAINDIFFERENCESBETWEENORGANISATIONALA
16、NDCONSUMERRISKISTHEDEGREEOFCOMPLEXITYOFCONSEQUENCESRECENTWORKHASSUGGESTEDTHATORGANISATIONALBUYERSPERCEIVEDNOTONLYPERSONALANDORGANIZATIONALRISKS,BUTALSOPROFESSIONALRISKSWHICHAREASSOCIATEDWITHTHEIRROLEASAPROFESSIONALWITHINANORGANISATIONMITCHELL,1998HAKANSSONANDWOOTZ1979REFERTOAMODELOFORGANISATIONALDEC
17、ISIONMAKINGWITHTHREEDIMENSIONSOFUNCERTAINTY1NEEDUNCERTAINTY2TRANSACTIONUNCERTAINTYWHILEVALLA1982IDENTIFIEDFIVECATEGORIESOFRISKWITHWHICHABUYERMUSTCONTENDTHESEWERE1TECHNICALRISK2FINANCIALRISK3DELIVERYRISK4SERVICERISKAND5RISKRELATEDTOSUPPLIER/CUSTOMERLONGTERMRELATIONSHIPSPROPOSEDMODELASSESSMENTCRITERIA
18、WHENEXAMININGTHEMODELSANDCONCEPTUALIZATIONSPRESENTEDINTHELITERATURE,SOMEFRAMEWORKISREQUIREDHERE,SEVERALCRITERIAAREPROPOSEDONWHICHTOJUDGETHEUSEFULNESSOFPERCEIVEDRISKMODELSTHESEINCLUDETHELEVELOFCONCEPTUNDERSTANDINGGENERATEDPREDICTIVESUCCESSSUITABILITYFORRELIABILITYANDVALIDITYTESTINGLEVELOFPRACTICALAND
19、MANAGERIALINSIGHTOFFEREDANDUSABILITYDEVELOPINGANYPROPOSEDMODELSHOULDINCREASEOURUNDERSTANDINGOFTHECONSTRUCTORCONCEPTRIVETT1994NOTESTHATANIMPORTANTQUALITYOFAMODELSHOULDBEITSCAPACITYTOREACHOUTINTOTHEUNKNOWNORTHEUNKNOWABLEHEPOINTSOUTAMODELSFIRSTQUALITYISTOCUTOUTIRRELEVANCEANDTOSIMPLIFY4ONEMAINOBJECTIVEO
20、FMODELBUILDINGISPREDICTIONINDOINGTHIS,“WEMUSTALWAYSREMEMBERTHATMATHEMATICSISTHEVEHICLEWHICHTAKESUSTOOURDESTINATIONANDISNOTOURDESTINATIONITSELF”RIVETT,1994,P26INCONSUMERBEHAVIOURRESEARCH,THISMAINLYTAKESTHEFORMOFPREDICTINGCONSUMERSPROPENSITYTOPURCHASETHISCRITERIONOVERLAPSWITHTHEVALIDITYCRITERION,SINCE
21、KNOWNGROUPVALIDITYCANOFTENUSEPURCHASERSANDNONPURCHASERSASCRITERIONGROUPSTOSEPARATEHIGHANDLOWRISKPERCEIVERSTHISCRITERIONFOCUSESOURATTENTIONONWHYTHEMODELISBEINGCONSTRUCTEDANDHIGHLIGHTSTHECOMPARISONPROBLEMSCAUSEDBYTHEPOTENTIALDIVERSITYOFANSWERSTHESUITABILITYFORRELIABILITYANDVALIDITYASSESSMENTCRITERIONI
22、SCLEARLYUNDERPINNEDBYAPOSITIVISTRESEARCHPARADIGMMUCHOFTHELITERATURE,WHILEUSINGTHEPARADIGM,HASNOTFOLLOWEDTHROUGHONASSESSINGTHERELIABILITYANDVALIDITYOFMODELSITISNOTALWAYSEXPECTEDTHATONCEAMODELISPROPOSEDTHERESEARCHERSHOULDPROVIDEALLTHENECESSARYDATARELATINGTOITSRELIABILITYANDVALIDITYINORDERTOASSESSITSUS
23、EFULNESSINDESCRIBINGOREXPLAININGTHECONCEPT,HOWEVER,NOTTOPROVIDEANYDATAORASSESSMENTOFHOWTHEMODELCOULDBESUBJECTTOSUCHTESTSHASREGRETTABLYBEENACOMMONOCCURRENCEINTHELITERATUREEVENAFTER1979WHENCHURCHILL1979HADIDENTIFIEDASSESSINGCONSTRUCTVALIDITYASBEINGESSENTIALFORDEVELOPINGGOODMEASURESINTERMSOFFURTHERRESE
24、ARCH,AMAJORCONTRIBUTIONTOTHEMARKETINGLITERATUREISWAITINGTOBEMADEFROMCOMPARINGTHEVARIOUSPERCEIVEDRISKMODELSANDMEASURESUSINGKNOWNGROUPVALIDITYANDMULTITRAITMULTIMETHODMATRICESSOMELIMITEDRELIABILITYANDVALIDITYEVIDENCEISAVAILABLESEEEGLUMPKINANDMASSEY,1983HOWEVER,THEQUESTREMAINSAMAJORCHALLENGEFORFUTURERES
25、EARCHERSCONSUMERPERCEIVEDRISKMEASUREMENTMODELSOPERATIONALIZINGPERCEIVEDRISKHASRESULTEDINMANYMODELS,SOMEOFWHICHARESIMILARTHISSECTIONCONSIDERSTHEMOREUSEFULMEASUREMENTMODELSSEETABLEIBEGINNINGWITHTHESIMPLESTANDMOVINGTOTHEMORECOMPLICATEDBASICMODELSCUNNINGHAM1967WASONEOFTHEFIRSTTOSUGGESTATWOCOMPONENTMODEL
26、,WITHEACHDIMENSION,UNCERTAINTYANDDANGEROUSNESSOFCONSEQUENCE,MEASUREDONFOURPOINTSCALESTHESEWERECOLLAPSEDTOTHREEPOINTSCALESTHENCOMBINEDMULTIPLICATIVELYTOGIVEAONETONINERISKSCALETHEDECISIONTOGROUPTHEPERCEIVEDRISKSCALEINTOTHREEEQUIVALENTGRADATIONSWASBASEDPRIMARILYONANEVALUATIONOFTHERESULTANTCELLSIZESASCU
27、NNINGHAMHIMSELFADMITS,“ANARBITRARYMETHODOF5CONSTRUCTINGTHEPERCEIVEDRISKINDEXWASUSED”CUNNINGHAM,1967,P84THISTWOCOMPONENTMODELORVARIATIONSONITHASBEENTHEMAINSTAYOFPERCEIVEDRISKRESEARCHOVERTHEPAST30YEARSAMAJORPREOCCUPATIONWITHRESEARCHERSISDECIDINGHOWTHEVARIOUSELEMENTSOFPERCEIVEDRISKSHOULDBECOMBINED,IESH
28、OULDTHEBASICCOMPONENTSOFRISKBEMULTIPLIEDORADDEDIN1976,PETERANDRYANCOMMENTEDTHATTHETWOCOMPONENTSAREUSUALLYCOMBINEDMULTIPLICATIVELYTOGIVEANOVERALLINDICATIONOFPERCEIVEDRISKRISKPROBABILITYOFNEGATIVECONSNEGATIVECONSEQUENCESALTHOUGHTHELOGICOFTHISMULTIPLICATIVEMODELISNOTPROVIDEDINTHELITERATURE,ITISLIKELYTO
29、COMEFROMPROBABILITYTHEORY,WHEREPROBABILITIESAREMULTIPLIEDBYMONETARYVALUETODETERMINETHEEXPECTEDVALUESOFGAMBLESPETERANDRYAN,1976,P184PETERANDRYAN1976MEASUREDPROBABILITIESANDIMPORTANCEOFLOSSANDCORRELATEDTHEMWITHBRANDPREFERENCEFORFIVEOUTOFSIXBRANDSTHESUMMATEDPERCEIVEDRISKMODELFORTHEHIGHIMPORTANCESEGMENT
30、WASCORRELATEDMOREHIGHLYWITHBRANDPREFERENCETHANWASTHEMULTIPLICATIVEFORMTHEYALSOCONCLUDEDTHATTHEIMPORTANCEOFLOSSESMAYBEMOREUSEFULASASEGMENTATIONVARIABLETHANASACOMPONENTOFAMULTIPLICATIVEPERCEIVEDRISKMODELMOSTOFTHEWORKINTHERISKAREAHASPROPOSEDSOMESORTOFMULTIPLICATIVEFORMATIONEGCUNNINGHAM,1967SIEBERANDLAN
31、ZETTA,1964BYCONTRAST,WRIGHT1973FORCEFULLYARGUESTHATSUCHMATHEMATICALREPRESENTATIONSOFCONSUMERDECISIONPROCESSESMAYBEOVERLYCOMPLICATEDTHEARGUMENTOFMULTIPLICATIVEVERSUSADDITIVEHASCONTINUEDTOENGAGERESEARCHERSOVERTHETHREEDECADESBETTMAN1973PROVIDEDEVIDENCETHATANADDITIVEMODELFITSSLIGHTLYBETTERALTHOUGHTHER2V
32、ALUESWEREQUITECLOSEFORTHETWOMODELS,ANDTHEMODELCOEFFICIENTSHADVERYSIMILARPATTERNSHORTON1976TOOREPORTEDTHATTHELINEARMODELISGENERALLYSUPERIORTOTHEMULTIPLICATIVEMODELATBOTHTHEPRODUCTCLASSANDAGGREGATEDLEVELSFINALLY,WORKBYLANZETTAANDDRISCOLL1968ISSUPPORTIVEOFALINEARMODELTHEYSUGGESTEDTHATAPOSITIVECORRELATI
33、ONBETWEENIMPORTANCEANDUNCERTAINTYOFCONSEQUENCESMIGHTLEADTOANADDITIVEMODELBEINGBETTERRECENTWORKBYJOAGETAL1990USINGASIMULATEDINDUSTRIALSETTINGREVEALEDTHATWHENADECISIONHADMULTIPLEPLAYSEGPURCHASING100PERSONALCOMPUTERSDECISIONMAKERSCOMBINEDPROBABILITIESANDOUTCOMESTOFORMTHEIRRISKPERCEPTIONSINAMANNERCONSIS
34、TENTWITHAMULTIPLICATIVEINFORMATION6INTEGRATIONMODELINCONTRAST,WHENADECISIONHADASINGLETRIALEGPURCHASINGONELARGEMAINFRAMECOMPUTER,INFORMATIONWASCOMBINEDINAMANNERCONSISTENTWITHANONMULTIPLICATIVEINTEGRATIONPATTERNGIVENTHERESEARCHEVIDENCE,ANADDITIVEMODELMIGHTBETTERPREDICTRISKPERCEPTIONINMORECASESTHANAMUL
35、TIPLICATIVEMODEL,BUTTHECAREFULRESEARCHERSHOULDTESTBOTHFORMULATIONSCOMPLEXRISKMODELSRECENTLYDOWLINGANDSTAELIN1994HAVEINCORPORATEDBETTMANSINHERENTANDHANDLEDRISKNOTIONINTOAFORMALMODELTHEYREFERAPERSONSPREDISPOSITIONTOWARDSAPRODUCTCATEGORYINHERENTRISKASPRODUCTCATEGORYRISK,WHILETHESECONDCOMPONENTHANDLEDRI
36、SKISREFERREDTOASPRODUCTSPECIFICRISKACKNOWLEDGEMENTISGIVENTOOTHERANTECEDENTSOFRISKINCLUDING1LEVELSOFTHEATTRIBUTESOFASPECIFICPRODUCT,EGPRICE,QUALITYRATINGETC2THELIKELIHOODOFFAILURETHATLEADSTONEGATIVECONSEQUENCES3THEINDIVIDUALSPURCHASEGOALS4OTHERCONDITIONS,EGPURCHASECHANNELATHIRDMAJORCOMPONENTISTHEIRCO
37、NCEPTOFTWOTYPESOFACCEPTABLERISKRELATEDTOTHEPRODUCTCATEGORYEGSKYDIVINGANDASPECIFICPRODUCTWITHINTHEPRODUCTCATEGORYTHEACCEPTABLERISKLEVELWASDEFINEDASTHELOWESTPRODUCTSPECIFICRISKSCOREASSOCIATEDWITHASUBJECTSRESPONSETHATHE/SHEWOULDPREFERTOSEEKMOREINFORMATIONTHEIRSTUDYISONEOFTHEFIRSTTOASSESSEMPIRICALLYTHEE
38、FFECTOFANACCEPTANCELEVELOFRISKONANYTYPEOFCONSUMERBEHAVIOURTHEMODELALSOINCORPORATESRISKREDUCTIONACTIVITYFOREXAMPLE,WHENPRODUCTSPECIFICRISKISLESSTHANAPERSONSACCEPTABLERISKLEVEL,THEPERSONSINTENTIONTOENGAGEINSEARCHBEHAVIOURISHYPOTHESISEDNOTTOBEINFLUENCEDBYPRODUCTSPECIFICRISKANEWMETHODWASUSEDTOASSESSRISK
39、BYUSINGACONJOINTMETHODOLOGYINWHICHTHEPARTWORTHSIERISKUTILITIESAREESTIMATEDFOREACHPOTENTIALCONSEQUENCEFORALLPRODUCTATTRIBUTESFOREVERYINDIVIDUALONEOFTHEMOSTCOMPLEXMEASUREMENTMODELSHASBEENDEVELOPEDBYDEERINGANDJACOBY1972WHOMEASUREDRISKUSINGTENQUESTIONSSEETABLEITHEFIRSTCOMPOSITEMEASURECM1COMBINEDRESPONSE
40、STOTWOQUESTIONSUSEDINPREVIOUSSTUDIESEGCUNNINGHAM,1967A,QUESTIONSONEANDTWOINTABLEITHESEITEMSFORMEDANINEPOINTSCALEONWHICHHIGHVALUESINDICATEDAHIGHDEGREEOFDANGERORUNCERTAINTYINTHESECONDCOMPOSITEMEASURECM2,THEUNCERTAINTYQUESTIONSEMPHASISEANINDIVIDUALSSPECIFICDIFFERENCESINTHEIRABILITYTOPREDICTPRODUCTATTRI
41、BUTESQUESTIONS,3,4AND5WERECOMBINEDASFOLLOWS7CMINTHETHIRDCOMPOSITERISKMEASURECM3,CONSEQUENCESWEREAGAINREPRESENTEDBYRATINGSOFIMPORTANCE4ANDINVESTMENT5ASINCM2THEUNPREDICTABILITYCOMPONENTINCLUDEDTHEPERCEIVEDUNPREDICTABILITYOFPRODUCTDEPENDABILITYWITHREPEATEDUSE6,PRODUCTCONSTRUCTIONANDMATERIALS7,RESULTSOF
42、PRODUCTFAILURE8,ANDTHEDEGREE9ANDKIND10OFGOALFULFILLMENTINVOLVEDTHEFORMULAFOROBTAININGCM3ISSEENINTABLEITHISHASREMAINEDONEOFTHEMOSTCOMPREHENSIVEMEASURESOFPRODUCTRISKTOTHEPRESENTDAY,RIVALLEDONLYBYANUMBEROFMODELSWHICHHAVETAKENAMULTIATTRIBUTEAPPROACHEGDOWLINGANDSTAELIN,1994GREATOREXANDMITCHELL,1993ZIKMUN
43、DANDSCOTT,1977THENUMBEROFOTHERSTUDIESUSINGASIMILARAPPROACHHASBEENNEGLIGIBLEPERHAPSBECAUSEOFTHEAMOUNTOFDATAREQUIREDITISUNFORTUNATETHATDEERINGANDJACOBY1972DIDNOTREPORTONTHEVARIATIONBETWEENTHEMEASURESPERHAPSIFTHEYHADBEENABLETODEMONSTRATETHEBENEFITSWHICHMIGHTBEREAPEDFROMCOLLECTINGSUCHADDITIONALINFORMATI
44、ON,THEIREXPANDEDMEASUREMAYHAVEBEENMOREEXTENSIVELYUSEDBYSUBSEQUENTRESEARCHERSTHEAMOUNTOFDATAREQUIREDANDTHELACKOFINFORMATIONONLOSSTYPESMAYHAVERESULTEDINTHEDECISIONBYMANYRESEARCHERSNOTTOUSETHEMODELCONCLUSIONTHEPERCEIVEDRISKCONCEPT,WITHITS38YEARSOFTRADITION,HASSTOODTHETESTOFTIMEANDCONTINUESTOMOTIVATERES
45、EARCHERSTOUSEITSTENETTHISISDESPITE,ORPERHAPSBECAUSEOF,THEMULTIPLEDEFINITIONSOFTHECONCEPTAUNIVERSALLYAGREEDTHEORETICALOROPERATIONALDEFINITIONSTILLELUDESMARKETINGACADEMICSINTHEFIELDMEANWHILE,THEWEIGHTOFEMPIRICALRESEARCHHASUSEDCUNNINGHAMS1967TWOCOMPONENTMODELFORWHICHTHERECONTINUESTOBEAGOODRATIONALEFORS
46、ODOINGTHETWOCOMPONENTMODELAPPEARSTOBETHEMOSTGENERALLYUSEFULANDCOMESOUTWELLONTHEFIVEPROPOSEDEVALUATIVECRITERIAOFUSABILITY,PRACTICALIMPLICATIONS,PREDICTION,SUITABILITYFORRELIABILITYANDVALIDITYTESTING,ANDDEVELOPINGUNDERSTANDINGHOWEVER,CONTROVERSYSTILLEXISTSOVERWHETHERTHETWOCOMPONENTSOFPROBABILITYANDCON
47、SEQUENCESHOULDBECOMBINEDADDITIVELYORMULTIPLICATIVELYALTHOUGHTHEEVIDENCEINDICATESTHATTHEADDITIVEMODELISLIKELYTOBESUPERIORINMOSTCASESSOMERESERVATIONSHAVEBEENEXPRESSEDABOUTTHEINDEPENDENCEASSUMPTIONOFTHETWOCOMPONENTSANDRESEARCHERSAWAITTHERESULTSOFFURTHERWORKONTHISQUESTIONUNTILSUCHWORKISFORTHCOMING,ANADD
48、ITIVEMODELOFPROBABILITYOFLOSSPLUSIMPORTANCEOFLOSSISSUGGESTEDASAWORKINGMEASURE8GOODMODELSOFPERCEIVEDRISKCANONLYREALLYBEJUDGEDONWHATTHERESEARCHERISATTEMPTINGTOACHIEVEBYDESIGNINGTHEMODELINTHISRESPECT,EACHRESEARCHERHASLICENCETODESIGNOBJECTIVESPECIFICMODELSWHICHMAYHAVEVERYLIMITEDGENERALUSEFARFROMTHISBEIN
49、GDISCOURAGED,ITSHOULDBEENCOURAGED,BUTONLYWHENOTHEREXISTINGMODELS,MANYOFWHICHAREPRESENTEDWITHTHISPAPER,HAVEBEENEVALUATEDFORFITNESSFORPURPOSE译文消费者感知风险概念和模型资料来源欧洲市场营销/音量杂志33卷1/2作者文森特，韦恩米切尔关键词消费者行为，消费者的风险，营销策略，模型，感知，风险摘要综述了过去30年间通过建立感知风险与相关市场的关系如参与和信任结构，在消费者感知风险领域的研究。然后，它在文学上阐述关于主观和客观的风险以及风险和不确定性观念的差异的一些辩论。它描述了不同型号的已经制定并开始运作的模型是如何来衡量风险的，以及多年来这些模型又是如何发展的。旨在识别和报告过去30年的理论和模型的发展状况，并提出研究人员在自己的研究领域使用的最有用的模式标准。该标准是理解，预测，评估的可靠性和有效性，实用性和可用性的适用性。基本的两个组件模型仍然是研究人员和从业人员应用最为普遍的模型。简介1960年，当鲍威尔首度将感知风险的概念引入美国营销领域，他说我既没有信心也不焦虑，我的建议是否会导致任何重大的轰动。它最多是希望能吸引一些研究人员和从业者的关注感知风险最初的存在（BAUER，1960年，第389页）。那么，为什
