ISSN 1671-3710
CN 11-4766/R

›› 2004, Vol. 12 ›› Issue (02): 256-263.

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RISK PERCEPTION IN CONSUMER PSYCHOLOGY

Zhang Shuoyang,Chen Yiwen,Wang Erping   

  1. Institute of Psychology, Chinese Academy of Sciences, Beijing 100101
  • Received:2003-03-22 Revised:1900-01-01 Online:2004-03-15 Published:2004-03-15
  • Contact: Che Yiwen Wang Erping

Abstract: Based on reviews of the literature on risk perception in consumer psychology, this article summarized the conceptual models of consumers’ risk perception such as two-factor model, multi-dimension model, complex model and integrated model. Then it presented factors which impact consumers’ perceived risk, differences between perceived risk of products and services, and risk reduction strategies. Finally it discussed the tendency of consumers’ perceived risk research, especially the study approach of risk perception in Electronic Commerce.

Key words: risk, risk perception, consumer psychology, Electronic Commerce

CLC Number: