The Influence of Media, Consumer, and Product Characteristics on Perceived Risk and Purchasing Intention

매체, 소비자, 제품 특성이 지각된 위험과 구매의도에 미치는 영향

  • 손경희 (부경대학교 정보시스템협동과정) ;
  • 이현규 (부경대학교 경영대학 경영학부)
  • Published : 2003.06.01


The purpose of this study is to be aware of the relationship between the perceived risk and purchasing intention after investing the impacts by 3 factors-consumer, media, and product characteristics on the perceived risk. The influence on perceived risk is categorized based on the 3 factors' combinations. The result of this study shows that the each characteristics of media, consumer, and product affect consumer's perceived risk and also this risk is affected by the relationship among these 3 independent variables. These results mean that the consumer's perceived risk about buying goods at the internet shopping mall or TV home shopping cannot be measured by a single dimension. Finally, it has a negative relationship between the perceived risk and purchasing intention. Implications for managers' use of shopping media are discussed in terms of the product and media characteristics fit.