Consumer Evaluation of Perceived Risks for Goods and Services
South African Journal of Business Management
ISSN or ISBN
Perceived risk is known to be an important determinant of consumer behaviour. However, prior research has focussed on goods rather than services. The purpose of this exploratory research was to identify any differences between goods and services in terms of perceived risk and risk reduction strategies.
Bendixen, Michael T. and Gault, Graham, "Consumer Evaluation of Perceived Risks for Goods and Services" (1995). HCBE Faculty Articles. 699.