Consumer trust affects intention/actual transaction by affecting usefulness, ease of use, and perceived risk
The level of risk a consumer believes exists
regarding the purchase of a specific product
from a specific retailer, whether or not
that belief is factually correct.
by Richard A. Ashley, University of Connecticut
Overall Perceived Risk
- Associated with the
Product catego
“When consumers normally purchase products through online site, their biggest concern is minimizing the performance risk. They are less worried about financial risk because internet is the cheapest place where one can purchase a product. However with electronics, consumers are most worried with minimizing their financial risk”
Perceive risk refers to the individual’s subjective belief abou
Consistency with Self-Concept
Our mental view of who we are
self-concept help us define who you are
owning this brand is important to their self-definition and
is personally relevant
Values
Beliefs about what is right, important, or good
Consumers motivated to attend to and process information
when they find it relevant
Goals
Outcomes that we would like to ach
perceived risk)에 대한 정의는 크게 두 가지 측면에서 논의되고 있다. 그 첫째는 ‘예상되는 손실’ 개념이며, 둘째는 ‘부정적 결과’ 개념이다.
‘예상되는 손실’ 개념의 대표적 학자로는 Murray and Schlacter가 있다. 이들은 여러 학자들(Bauer 1960; Cox 1967; Jacoby and Kaplan 1972; Roselius 1971 등)의 견해들을 종합하
- focusing on customer-friendly strategy
train their every employees in every
service area
Everland employees
call customer as 손님 not 고객
provides
customized membership
ex. premium membership,
senior membership ,
babymembership
Safari, Flower festival, Indoor water park ‘Caribbean bay’
The workers are the people who knows
bette