A higher-order model of risk propensity

Dheeraj Sharma, Bruce L. Alford*, Shahid N. Bhuian, Lou E. Pelton

*المؤلف المقابل لهذا العمل

نتاج البحث: المساهمة في مجلةمراجعة النظراء

10 اقتباسات (Scopus)

ملخص

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.

اللغة الأصليةEnglish
الصفحات (من إلى)741-744
عدد الصفحات4
دوريةJournal of Business Research
مستوى الصوت62
رقم الإصدار7
المعرِّفات الرقمية للأشياء
حالة النشرPublished - يوليو 2009

ASJC Scopus subject areas

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