On the Measurement of Perceived Consumer Risk
提出一种基于联合分析和多维尺度模型的方法，测量产品特征、营销组合和个体差异对消费者感知风险的影响，并用学生对跑车的风险感知数据演示。
ABSTRACT The role of perceived risk in consumer behavior has been studied extensively by academic researchers. This paper introduces a methodology for the measurement of the effects of product features, marketing mix components, and individual differences on perceived consumer risk based on theoretical foundations in the literature. A conjoint‐type model based on paired comparison judgments is estimated to provide attribute weights. A modification of a stochastic multidimensional scaling‐based vector model is then used to measure and summarize individual consumer differences with respect to the impact of brand attributes and marketing mix components on latent levels of perceived consumer risk. An illustration is provided using students’ risk perceptions of sports cars.