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

매체, 소비자, 제품 특성이 지각된 위험과 구매의도에 미치는 영향

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.