Influence of store image congruity on perceived risk of products.

• Main Authors: Chan, Li Yan., Yeo, Zhi Yuan., Ng, Yu Lin.
• 其他作者: Jeffrey Cameron Kennedy
• 格式: Final Year Project
• 語言: English
• 出版: 2010
• 主題: DRNTU::Business::Marketing::Consumer behavior
• 在線閱讀: http://hdl.handle.net/10356/35527

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...