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.
|الصفحات (من إلى)||741-744|
|دورية||Journal of Business Research|
|المعرِّفات الرقمية للأشياء|
|حالة النشر||Published - يوليو 2009|
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