Perceived Risk and Deliberation in Retailer Choice: an Experiment on Consumer Behavior Towards Online Pharmacies

Oliver B. Büttner, Institute for Marketing and Retailing, University of Göttingen
Sebastian Schulz, Institute for Marketing and Retailing, University of Göttingen
Günter Silberer,<, Institute for Marketing and Retailing, University of Göttingen,
Günter Silberer, Institute for Marketing and Retailing, University of Göttingen,

Perceived Risk and Deliberation in Retailer Choice:
 Consumer Behavior towards Online Pharmacies

 

Oliver B. Büttner, University of Göttingen, Germany

Sebastian Schulz, University of Göttingen, Germany

Günter Silberer, University of Göttingen, Germany

 

ABSTRACT

The influence of product class risk and retailer class risk on consumers’ deliberations during the choice between competing online pharmacies was examined in a laboratory experiment. The results suggest that product class risk determines how consumers adapt their strategies when evaluating an online retailer, while retailer class risk is a “base line” for the evaluation. In addition, perceived trustworthiness - an outcome of this evaluation - was found to be influenced by consumers’ information processing of the website and was an important factor for consumers in making the choice between online providers.
[ to cite ]:
Oliver B. Büttner, Sebastian Schulz, Günter Silberer,<, and Günter Silberer (2006) ,"Perceived Risk and Deliberation in Retailer Choice: an Experiment on Consumer Behavior Towards Online Pharmacies", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 197-202.