Perceived Risk in a Strategic Household Purchase: Consumer Home Buying Behavior

The purpose of this study is to develop and empirically test a conceptual model of a perceived risk for a prefabricated house purchase. The results of our quantitative study suggest that perceived risk as a multidimensional construct plays a less important role in the process of purchasing a prefabricated house; higher values have been assigned mostly to financial and delivery aspects of risk. According to our findings, important antecedents are subjective knowledge, situational involvement and perceived financial sacrifice, while among consequences perceived benefits and information search are of greater meaning.


Mateja Kos Koklic and Irena Vida (2007) ,"Perceived Risk in a Strategic Household Purchase: Consumer Home Buying Behavior", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 268-269.


Mateja Kos Koklic, University of Ljubljana, Slovenia
Irena Vida, University of Ljubljana, Slovenia


E - European Advances in Consumer Research Volume 8 | 2007

Share Proceeding

Featured papers

See More


The Ritualistic Dimension of Microlending

Domen Bajde, University of Southern Denmark, Denmark
Pilar Silveira Rojas Gaviria, Pontificia Universidad Católica de Chile

Read More


P2. The Upside of Myopic Loss Aversion

Daniel Wall, Carnegie Mellon University, USA
Gretchen Chapman, Carnegie Mellon University, USA

Read More


Ecce Machina Humana: Examining Competence and Warmth in Consumer Robots The two fundamental social judgment dimensions-competence and warmth-are as relevant for judging consumer robots as for humans. We find that competence has an increasing positive eff

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.