Skip to main content
SpringerLink
Log in

Influence of catalog vs. store shopping and prior satisfaction on perceived risk

  • Published:
Journal of the Academy of Marketing Science Aims and scope Submit manuscript

Abstract

This paper presents the results of a study which examines the overall amount and types of risk consumers perceive when purchasing the same products by direct mail as compared to retail stores. The effect of prior catalog shopping experience on perceived risk is also examined. The results indicate that despite the gains achieved by the direct mail industry, consumers continue to perceive this shopping mode as being significantly more risky. Differences were also found with respect to the individual types of risk perceived. A significant relationship between perceived risk and the satisfaction/dissatisfaction derived from prior catalog purchase experience was also identified.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Similar content being viewed by others

References

  • Anderson, N. H. and J. C. Shanteau. 1970. “Information Integration in Risky Decision Making”.Journal of Experimental Psychology 81:441–451.

    Article  Google Scholar 

  • Bauer, Raymond A. 1960. “Consumer Behavior as Risk Taking”. InDynamic Marketing for a Changing World. Ed. Robert S. Hancock, Chicago: American Marketing Association.

    Google Scholar 

  • Bearden, William O. and Jesse E. Teel. 1983. “Selected Determinants of Consumer Satisfaction and Complaint Reports”.Journal of Marketing Research 20 (February):21–28.

    Article  Google Scholar 

  • Bettman, J. R., 1973. “Perceived Risk and Its Components: A Model and Empirical Test”.Journal of Marketing Research 10 (May):184–190.

    Article  Google Scholar 

  • Cheron, E. J. and J. R. Brent Ritchie. 1982. “Leisure Activities and Perceived Risk”.Journal of Leisure Research 14:139–154.

    Google Scholar 

  • Copley, T. P. and F. I. Callom. 1971. “Industrial Search Behavior and Perceived Risk”. InProceedings of the Second Annual Conference for Consumer Research. Ed., David M. Gardner, 208–217. College Park, MD: Association for Consumer, Research.

    Google Scholar 

  • Cox, D. F., 1967.Risk Taking and Information Handling in Consumer Behavior. Boston: Division of Research, Graduate School of Business Administration, Harvard University.

    Google Scholar 

  • Cox, D. F. and S. U. Rich. 1964. “Perceived Risk and Consumer Decision Making—The Case of Telephone Shopping”Journal of Marketing Research 1 (November):32–39.

    Article  Google Scholar 

  • Cronbach, Lee J. 1951. “Coefficient Alpha and the Internal Structure of Tests”.Psychometrica 16 (September):297–334.

    Article  Google Scholar 

  • Cunningham, S. M. 1967. “The Major Dimensions of Perceived Risk”. InRisk Taking and Information Handling in Consumer Behavior. Ed. D. F. Cox, 82–108. Boston: Harvard University.

    Google Scholar 

  • Cunningham, Isabella and William H. Cunningham. 1973. “The Urban In-Home Shopper: Socioeconomic and Attitudinal Characteristics”.Journal of Retailing 49 (Fall):42–50.

    Google Scholar 

  • Davidson, William R. and Alice Rogers. 1979. “Nonstore Retailing: Its Importance to and Impact on Merchandise Supplies and Competitive Channels” InThe Growth of Nonstore Retailing: Implications for Retailers, Manufacturers and Public Policy Makers. 22–30 New York: New York University Institute of Retail Management.

    Google Scholar 

  • “Direct Marketing—Annual Survey”. 1984.Direct Marketing (July):58–75.

  • Doody, Alton F. and William R. Davidson. 1967. “Next Revolution in Retailing”Harvard Business Review 45 (May–June):4–20.

    Google Scholar 

  • Fact Book on Direct Reponse Marketing. 1978. New York: Direct Mail Marketing Association.

  • Gillett, Peter L. 1970. “A Profile of Urban In-Home Shoppers”.Journal of Marketing 34 (July):40–45.

    Article  Google Scholar 

  • — 1976. “In-Home Shoppers—An Overview”.Journal of Marketing 40 (October):81–88.

    Article  Google Scholar 

  • Hoover, R. J., R. T. Green, and J. Saegert. 1978. “A Cross National, Study of Perceived Risk”.Journal of Marketing 42 (July):102–108.

    Article  Google Scholar 

  • Howard, John A. 1963.Marketing: Executive and Buyer Behavior. New York: Columbia University Press, 106–111.

    Google Scholar 

  • Jacoby, J. and L. B. Kaplan 1972. “The Components of Perceived Risk”. InProceedings of the Third Annual Conference for Consumer Research. Ed. M. Venkatesan, 382–393. College Park, MD: Association for Consumer Research.

    Google Scholar 

  • Kaplan, L. B., G. J. Syzbillo, and J. Jacoby. 1974. “Components of Perceived Risk in Product Purchase”Journal of Applied Psychology 59:287–291.

    Article  Google Scholar 

  • Profitable Direct Marketing.2nd ed. Chicago: Crain Books.

  • Korgaonkar, P. K. 1984. “Consumer Shopping Orientations, Non-Store Retailers, and Consumer’s Patronage Intentions: A Multi-variate Investigation”.Journal of the Academy of Marketing Science 12 (Winter/Spring): 11–22.

    Article  Google Scholar 

  • Kotler, Philip. 1980.Marketing Management. 4th ed. Englewood Cliffs, NJ: Prentice-Hall, Inc.

    Google Scholar 

  • LaBarbera, Priscilla A. 1981. “The Shame of Magazine Advertising”.Journal of Advertising 10:31–37.

    Google Scholar 

  • LaBarbera, Priscilla A. and David Mazursky. 1983. “A Longitudinal Assessment of Consumer Satisfaction/Dissatisfaction: The Dynamic Aspect of the Cognitive Process”.Journal of Marketing Research 20 (November):393–404.

    Article  Google Scholar 

  • Lanzetta, J. T. and J. M. Driscoll. 1968. “Effects of Uncertainty and Importance on Information Search in Decision Making”.Journal of Personality and Social Psychology 10:479–486.

    Article  Google Scholar 

  • Locander, William B. and Peter W. Hermann. 1979. “The Effects of Self-Confidence and Anxiety on Information Seeking in Consumer Risk Reduction”Journal of Marketing Research 16 (May):268–274.

    Article  Google Scholar 

  • Lumpkin, James R. and W. W. Massey. 1983. “Convergent and Discriminant Validity of Alternative Perceived Risk Scales”. InMarketing: Theories and Concepts for an Era of Change. Eds. John Summey, R. Viswanathan, R. Taylor and Karen Glynn, 257–260. Carbondale, IL: Southern Marketing Association.

    Google Scholar 

  • May, Eleanor G. 1980. “Nontraditional Retailing”. InCompetitive Structure in Retail Markets: The Department Store Perspective. Eds. Ronald W. Stampfl and Elizabeth Hirschman, 119–123. Chicago, Illinois: American Marketing Association.

    Google Scholar 

  • Nash, Edward L. 1982.Direct Marketing: New York: McGraw Hill, Inc.

    Google Scholar 

  • Nie, N. H., C. H. Hull, J. G. Jenkins, K. Steinbrenner, and D. H. Bent. 1975.Statistical Package for the Social Sciences. New York: McGraw Hill, Inc.

    Google Scholar 

  • Nunnally, J. C. 1967.Psychometric Theory. New York: McGraw Hill, Inc.

    Google Scholar 

  • Oliver, Richard L. 1980. “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions”Journal of Marketing Research 17 (November):460–469.

    Article  Google Scholar 

  • — 1981. “Measurement and Evaluation of Satisfaction Processes in Retail Settings”.Journal of Retailing 57 (Fall):25–48.

    Google Scholar 

  • Oliver, Richard L. and Gerald Linda. 1981. “Effect of Satisfaction and Its Antecedents on Consumer Preference and Intention”. InAdvances in Consumer Research. 88–93. St. Louis: Association for Consumer Research.

    Google Scholar 

  • Peter, P. J., M. J. Ryan and L. X. Tarpey, 1975. “Comparative analysis of Three Consumer Decision Strategies”.Journal of Consumer Research 2 (June):29–37.

    Article  Google Scholar 

  • Pironti, A. R., M. M. Bitriol, and Andrew Thurm. 1981. “Consumer Interest in Mail-Order Purchasing”Journal of Advertising Research 21 (June):35–38.

    Google Scholar 

  • Reynolds, Fred D. 1974. “Analysis of Catalog Buying Behavior”.Journal of Marketing 38 (July):48–54.

    Google Scholar 

  • Roselius, T. 1971. “Consumer Rankings of Risk Reduction Methods”.Journal of Marketing 35 (January):56–61.

    Article  Google Scholar 

  • Rosenberg, Larry J. and Elizabeth C. Hirschman. 1980. “Retailing without Stores”.Harvard Business Review 58 (July–August):105–111.

    Google Scholar 

  • Ross, Ivan. 1974. “Perceived Risk and Consumer Behavior: A Critical Review”. InAdvances in Consumer Research Ed. Mary J. Schinger, 1–19. Ann Arbor: Association for Consumer Research.

    Google Scholar 

  • Sheth, J. N. and M. Venkatesan. 1968. “Risk Reduction Processes in Consumer Behavior”.Journal of Marketing Research 5 (August):307–310.

    Article  Google Scholar 

  • Shimp, T. A. and W. C. Bearden, 1982. “Warranty and Other Extrinsic Cue Effects on Consumer’ Risk Perceptions”Journal of Consumer Research 9 (June):38–46.

    Article  Google Scholar 

  • Simon, Julian L. 1981.How to Start and Operate a Mail-Order Business. 3rd ed. New York: McGraw-Hill, Inc.

    Google Scholar 

  • Spence, H. E., J. F. Engel, and R. D. Blackwell. 1970. “Perceived Risk in Mail-Order and Retail Store Buying”.Joural of Marketing Research 12 (August):364–369.

    Article  Google Scholar 

  • Stevens, J. P. 1972. “Four Methods of Analyzing between Variations for the K-Group MANOVA Problem”.Multivariate Behavioral Research 7 (October):499–522.

    Google Scholar 

  • Stone, Robert. 1979.Successful Direct Marketing Methods. 2nd ed. Chicago, IL: Crain Books.

    Google Scholar 

  • Swan, John E. and I. Frederick Trawick. 1981. “Disconfirmation, of Expectations and Satisfaction with a Retail Service”.Journal of Retailing 57 (Fall):49–67.

    Google Scholar 

  • Taylor, J. W. 1974. “The Role of Risk in Consumer Behavior”.Journal of Marketing 38 (April):54–60.

    Article  Google Scholar 

  • “Tele-Purchasing—Major Trend in Retailing?” 1967.Forbes. 100 (October):56–69.

  • U.S. Department of Commerce. 1972.Census of Retail Trade. 46th ed.

  • Westbrook, Robert A., 1980. “Intrapersonal Affective Influences upon Consumer Statisfaction”.Journal of Consumer Research 7 (June):59–54.

    Google Scholar 

  • Westbrook, Robert A. and Richard L. Oliver. 1981. “Developing Better Measures of Consumer Satisfaction: Some Preliminary Results”. InAdvances in Consumer Research. 94–99. St Louis: Association for Consumer Research.

    Google Scholar 

  • Woodruff, Robert B., Ernest R. Cadotte, and Roger L. Jenkins. 1983. “Modeling Consumer Satisfaction Processes Using Experience-Based Norms”.Journal of Marketing Research 20 (August):296–304.

    Article  Google Scholar 

  • Zajonc, R. B. 1980. “Feeling and Thinking”.American Psychologist 35 (February):151–175.

    Article  Google Scholar 

  • Zajonc, R. B. and Hazel Marcus. 1982. “Affective and Cognitive Factors in Preferences”.Journal of Consumer Research 9 (September):123–131.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. The University of Mississippi, Mississippi, USA

    Troy A. Festervand Ph.D. & John D. Tsalikis M.B.A.

  2. Millsaps College, Jackson, USA

    Don R. Snyder Ph.D.

Authors
  1. Troy A. Festervand Ph.D.
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Don R. Snyder Ph.D.
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. John D. Tsalikis M.B.A.
    View author publications

    You can also search for this author in PubMed Google Scholar

Rights and permissions

Reprints and permissions

About this article

Cite this article

Festervand, T.A., Snyder, D.R. & Tsalikis, J.D. Influence of catalog vs. store shopping and prior satisfaction on perceived risk. JAMS 14, 28–36 (1986). https://doi.org/10.1007/BF02721813

Download citation

  • Issue Date:

  • DOI: https://doi.org/10.1007/BF02721813

Keywords

Search

Navigation