Influence of store image congruity on perceived risk of products.

• Main Authors: Chan, Li Yan., Yeo, Zhi Yuan., Ng, Yu Lin.
• Other Authors: Jeffrey Cameron Kennedy
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/35527
• Institution: Nanyang Technological University

This paper explores the interactivity of retail store environmental cues on consumers’ perceived risk on merchandise offered under the particular environment. An empirical study examines all three types of environmental factors of ambient, social and design and their degree of congruency to the expe...