Perceived Risk and Deliberation in Retailer Choice: an Experiment on Consumer Behavior Towards Online Pharmacies
Perceived Risk and Deliberation in Retailer Choice:
Consumer Behavior towards Online Pharmacies
Oliver B. Büttner,
Sebastian Schulz,
Günter Silberer,
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.Citation:
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.
Authors
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,
Volume
NA - Advances in Consumer Research Volume 33 | 2006
Share Proceeding
Featured papers
See MoreFeatured
Promoting Well-being and Combating Harassment in the Academy
Ekant Veer, University of Canterbury, New Zealand
Zeynep Arsel, Concordia University, Canada
June Cotte, Ivey Business School
Jenna Drenten, Loyola University Chicago, USA
Markus Geisler, York University, Canada
Lauren Gurrieri, RMIT University
Julie L. Ozanne, University of Melbourne, Australia
Nicholas Pendarvis, California State University Los Angeles, USA
Andrea Prothero, University College Dublin
Minita Sanghvi, Skidmore College
Rajiv Vaidyanathan, University of Minnesota Duluth, USA
Stacy Wood, North Carolina State University
Featured
Feature A Benefactor or A Victim? How Charity Appeals with Different Protagonist Foci Affect Donation Behavior
Bingqing (Miranda) Yin, University of Kansas, USA
Jin Seok Pyone, University of Kansas, USA
Featured
Want to Stick to Your Goals? Think about “Dissimilar” Alternatives that You’ve Forgone!
Hye-young Kim, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA