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The Role of Perceived Risk in Online Information Search and Pre-purchase Alternative Evaluation of Products with Significant Experiential Attributes

In: Strategic Innovative Marketing

Author

Listed:
  • Gabriela Balladares

    (La Salle – Ramon Llull University)

  • Francesc Miralles

    (La Salle – Ramon Llull University)

  • Chris Kennett

    (La Salle – Ramon Llull University)

Abstract

While it has been pointed out that search and prepurchase alternative evaluation phases have changed due to consumers’ use of online media, the factors that determine these changes have not been explained. In addition, although it is accepted that perceived risk leads to further information search; this relationship is not clear in online environments. This research explores the manner in which perceived risk affects information search and alternative evaluation of products with significant experiential attributes when online media is used as a source of information. The findings highlight new insights on the effect of perceived risk in information search and alternative evaluation in online environments.

Suggested Citation

  • Gabriela Balladares & Francesc Miralles & Chris Kennett, 2017. "The Role of Perceived Risk in Online Information Search and Pre-purchase Alternative Evaluation of Products with Significant Experiential Attributes," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Damianos P. Sakas & Petros Tomaras (ed.), Strategic Innovative Marketing, pages 283-289, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-33865-1_36
    DOI: 10.1007/978-3-319-33865-1_36
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