Jiuan Tan, Soo - In: Journal of Consumer Marketing 16 (1999) 2, pp. 163-180
reference group appeal as the most preferred risk relievers for this group of consumers, particularly by getting expert users to …Using experimental design and conjoint analysis, this paper studies the risk perception of Singaporean consumers on … Internet shopping, and tests the effectiveness of several risk‐reducing strategies that Internet marketers could use in …