نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 کارشناس ارشد مدیریت بازاریابی، مؤسسه عالی آموزش و پژوهش مدیریت و برنامه‌ریزی، تهران، ایران
2 دانشجوی دکترای مدیریت بازرگانی، عضو هیئت علمی مؤسسه آموزش عالی سهروردی قزوین، ایران
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
Perceived risk is an intervening psychosocial construct in marketing and connected to potentially negative outcomes. When studying perceived risk in consumer behavior as purposeful behavior, there is no doubt that the desired outcome of a purchase decision is need satisfaction so that positive outcomes are hoped for and expected. If negative consequences are experienced in buying situations, the expected satisfaction level may not be realized. In this research, the risk-component approach (Peter & Tarpey.1975) has been used in order to identify and investigate the several basic dimensions of the overall perceived risk (e.g. physical, financial, performance, psychosocial and time-loss risk).Accordingly, some face to face interview with open-ended questions have been held up with 20 managers and experts engaged in the National Fuel E-Card plan and the research model was developed in accordance with their remarks. The results showed that financial and performance risks are the most important and notable dimensions for Vehicle drivers. Moreover, research model developed by excluding psychosocial and including security and privacy facets.
کلیدواژه‌ها [English]
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