消費者感知風險概念和模型【外文翻譯】_第1頁
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1、1外文翻譯外文翻譯原文Consumerperceivedrisk:conceptualisationsmodelsMaterialSource:EuropeanJournalofMarketingVolume33issue12Auth:VincentWayneMitchellKeywdsConsumerbehaviourConsumer’sriskMarketingstrategyModelPerceptionRiskAbstractR

2、eviewstheliteratureonconsumerperceivedriskoverthepast30years.Thereviewbeginsbyestablishingperceivedrisk’srelationshipwithrelatedmarketingconstructssuchasinvolvementtrust.Itthentacklessomedebateswithintheliteratureconcern

3、ingsubjectiveobjectiveriskdifferencesbetweentheconceptsofriskuncertainty.Itdescribeshowdifferentmodelshavebeendevisedoperationalisedtomeasureriskhowthesehavedevelopedovertheyears.Aimstoidentifyreptthetheeticalmodeldevelo

4、pmentsoverthepast30yearstoproposecriteriawhichresearcherscanuseindecidingthemostusefulmodelftheirownresearch.Thecriteriaare:understingpredictionsuitabilityfreliabilityvalidityassessmentpracticalityusability.Itissuggested

5、thatthebasictwocomponentmodelisstillthemostgenerallyusefulfresearcherspractitionersalike.IntroductionIn1960whenBauerfirstbroughttheconceptofrisktotheattentionoftheAmericanmarketingcommunityhestatedthat:Ihaveneitherconfid

6、encenanxietythatmyproposalwillcauseanymajstir.Atmostitistobehopedthatitwillattracttheattentionofafewresearcherspractitionersatleastsurvivethroughinfancy(Bauer1960p.389).Sowhydomarketingpractitionersresearcherscontinuetob

7、einterestedFirstperceivedrisktheyhasintuitiveappealplaysaroleinfacilitatingmarketersseeingthewldthroughtheircustomer’seyes.Seconditcanbealmostuniversallyapplieditsversatilityhasbeendemonstratedinawiderangeofapplicationsf

8、romspaghetti(Cunningham1967)toindustrialreprographicequipment(Newall1977).Thirditissuggestedthatperceivedriskisme3minimalperceivedrisk.Thisisaproblembecausewhenriskisbelowariskthresholdperceivedrisktheyhaslittleexplicaty

9、powerexceptwhentheseproductsarethesubjectofaconsumer“scare”.Apriityffutureresearchshouldbetousehighvalueproductsservicesfexamplecarsfridgeswashingmachinesbrowngoodsboatscaravanshousestimeshareaccommodationjewelleryobjets

10、d’artholidaysweddingarrangementsprivatepensionplansetc.Applicationsintheganisationalpurchasingareahavebeenfewerbuthaveshownthatoneofthemaindifferencesbetweenganisationalconsumerriskisthedegreeofcomplexityofconsequences.R

11、ecentwkhassuggestedthatganisationalbuyersperceivednotonlypersonalganizationalrisksbutalsoprofessionalriskswhichareassociatedwiththeirroleasaprofessionalwithinanganisation(Mitchell1998).HakanssonWootz(1979)refertoamodelof

12、ganisationaldecisionmakingwiththreedimensionsofuncertainty:(1)needuncertainty(2)transactionuncertaintywhileValla(1982)identifiedfivecategiesofriskwithwhichabuyermustcontend.Thesewere:(1)technicalrisk(2)financialrisk(3)de

13、liveryrisk(4)servicerisk(5)riskrelatedtosuppliercustomerlongtermrelationships.ProposedmodelassessmentcriteriaWhenexaminingthemodelsconceptualizationspresentedintheliteraturesomeframewkisrequired.Hereseveralcriteriaarepro

14、posedonwhichtojudgetheusefulnessofperceivedriskmodels.Theseinclude:?thelevelofconceptunderstinggenerated?predictivesuccess?suitabilityfreliabilityvaliditytesting?levelofpracticalmanagerialinsightoffered?usability.Develop

15、inganyproposedmodelshouldincreaseourunderstingoftheconstructconcept.Rivett(1994)notesthatanimptantqualityofamodelshouldbeitscapacitytoreachoutintotheunknowntheunknowable.Hepointsoutamodel’sfirstqualityistocutoutirrelevan

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