Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1019059 | Journal of Business Research | 2009 | 4 Pages |
Abstract
This study extends the paradigm of risk propensity and empirically investigates a higher-order risk propensity model. Past marketing research on risk propensity offers conflicting conceptualization and theorization. Additionally, past research viewed risk propensity as a first-order construct. The present study extends consumers' risk propensity concept, proposing and empirically assessing a higher-order model with three first-order factors, namely, risk risk-taking attitude, perceived risk, and price consciousness. In this view, the three fist-order factors are shaped by the individual's inherent risk propensity.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
Dheeraj Sharma, Bruce L. Alford, Shahid N. Bhuian, Lou E. Pelton,