THE FORMATION OF CONSUMER’S PERCEIVED RISK AND RISK AVERSION IN THE CONTEXT OF INNOVATION ADOPTION: A QUALITATIVE RESEARCH
The level of perceived risk is acknowledged to determine the innovation adoption decision. Yet, despite being largely studied in a manifold of disciplines, we still have a poor understanding of its formation from a marketing perspective. This paper offers valuable insight on how perceived risk and r...
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| Format: | Article |
| Language: | English |
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Romanian Foundation for Business Intelligence
2014-12-01
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| Series: | Network Intelligence Studies |
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| Online Access: |
http://seaopenresearch.eu/Journals/articles/NIS_4_10.pdf
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