This paper presents the results of a study which
examines the overall amount and types of risk consumers
perceive when purchasing the same products by direct
mail as compared to retail stores. The effect of prior catalog
shopping experience on perceived risk is also examined.
The results indicate that despite the gains achieved by
the direct mail industry, consumers continue to perceive
this shopping mode as being significantly more risky.
Differences were also found with respect to the individual
types of risk perceived. A significant relationship between
perceived risk and the satisfaction/dissatisfaction derived
from prior catalog purchase experience was also identified.
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