Perceived Risk in Marketing Strategy

  • Liu Tian-Que
Part of the Advances in Intelligent and Soft Computing book series (AINSC, volume 143)


’Perceived risk’ in consumer behavior theory helps explain why often consumers do not move from the desire stage to the action stage, that is, make the actual purchase decision. Appropriate theories and practice can be used to identify what strategies marketers can employ to overcome this problem. However, there are still some gaps existing when applying these theories in practice. Future studies could be more related to psychology and focused on the risk perception of consumers who shop for goods at the virtual storefront.


Risk Perception Consumer Behavior Marketing Strategy Purchase Intention Strategy Marketer 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer-Verlag GmbH Berlin Heidelberg 2012

Authors and Affiliations

  1. 1.The Australian National UniversityCanberraAustralia

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