Perceived Risk in Store Selection

Typically, perceived-risk studies 3, 7, 12 have focused on products or brands, although risk has been related to telephone shopping 8 and mail-order buying 15. These studies suggested that risk attaches not only to what is acquired but also to how or where it is acquired. This study focuses on acquisition by attempting to relate perceived risk to retail store selection. It is consistent with Bucklin's 6 product/patronage typology in that it suggests-for certain types of acquisitions-that consumers' concern for product choice in no way lessens the importance of store choice. In fact, in our study store choice seemed to dominate product or brand choice.