Consumers will always feel some risk and can take a series of measures to reduce this kind of risk before the purchase decision-making, this is the consumerperceivedrisk.
消费者在做购买决策之前总是会感到风险并会采取一系列措施来减少这种风险,这就是消费者感知风险。
2
This study presents a general mode of influences on the perceivedrisk, these factors are consumer, product, the vendor and other factors.