Li, Zhihong; Sha, Yongzhong; Song, Xuping; Yang, Kehu; … - In: Journal of Business & Industrial Marketing 35 (2020) 1, pp. 76-96
Purpose: Risk perception is an essential factor affecting how individuals evaluate risk, make decisions and behave. The impact of risk perception on customer purchase behavior has been widely studied; however, the association has been debated. Therefore, the purpose of this paper is to examine...