This paper presents the results of an examination of perceived risk and consumer intention to purchase online sport product. Three sport product types were examined: personal sporting goods, team merchandise, and event tickets. The research found that although product type, purchase decision involvement, and Internet involvement had no effect on online purchase intention, both gender and innovativeness did. Similarly, the genders and high and low innovators were discriminated between by different risk constructs. Implications for management are discussed and limitations of the research identified.
Get full access to this article
View all access options for this article.
References
1.
AlpertF. (1994). Innovator buying behav-or over time: The innovator buying cycle and the cumulative effects of innovations. Journal of Product and Brand Management, 3(2), 50–62.
2.
AndrewsJ. C., DurvasulaS. & AkhterS. H. (1990). A framework for conceptualizing and measuring the involvement construct in advertising research. Journal of Advertising, 79(4), 27–40.
3.
BauerR.A. (1960). Consumer behavior as risk taking. In HancockR.F. (Ed.), Dynamic marketing for a changing world [Proceedings of the 43rd Conference of the American Marketing Association]. Chicago: American Marketing Association, 389–398.
4.
BookerE. (1995). Internet users cruising for info, not purchases. Computerworld.29(8), 6.
5.
BrodyR.P., & CunninghamS.M. (1968, February). Personality variables and the consumer decision process. Journal of Marketing Research, 5, 50–57.
6.
CarlsonL. & GrossbartS.L. (1985). Towards a better understanding of inherent in-novativeness. In BelkR. et al. (Eds.). AMA Educators Proceedings, Chicago: American Marketing Association, 88–91.
7.
CeluchK. G.,& SlamaM. (1993) Program content and advertising effectiveness: A test of the congruity hypothesis for cognitive and affective sources of involvement. Psychology & Marketing, 70(4), 285–299.
8.
CoxD.F. (1967). Risk handling in consumer behavior: An intensive study of two cases. In CoxD.F., (Ed.), Risk taking and Information handling in consumer behavior, Boston: Harvard University Press.
9.
CoxD.F., & RichS.U. (1964, November). Perceived risk and consumer decision-mak-ng: The case of telephone shopping. Journal of Marketing Research, 7, 32–39.
10.
DarleyW. M.,& SmithR. E. (1995, Spring). Gender differences in information processing strategies: An empirical test of the selectivity model in advertising response. Journal of Advertising, 24, (1) 41–56.
11.
DeeringJ.,&JacobyJ. (1972). Risk enhancement and risk reduction as strategies for handling perceived risk. Proceedings, 3rd Annual Conference, College Park, MD: Association for Consumer Research, 404–416.
12.
DowlingG.R., & StaelinR. (1994, June). A model of perceived risk and intended risk-handling activity. Journal of Consumer Research, 27, 119–134.
13.
FlynnL.R., & GoldsmithRE. (1993). A validation of the Goldsmith and Hofacker In-novativeness Scale. Educational and Psychological Measurement, 53, 1105–1116
14.
GatignonH. & RobertsonT.S. (1985, March). A propositional inventory of new diffusion research. Journal of Consumer Research, 11, 849–867.
15.
GemundenH.G. (1985). Perceived risk and information search: A systematic metaanalysis of the empirical evidence. International Journal of Research in Marketing, 2, 79–100.
16.
HairJ. F., AndersonR. E., TathamR. L., & BlackW. C. (1998). Multivariate data analysis5th ed, Englewood Cliffs: Prentice Hall.
17.
HirschR.D., DornoffR.S., & KernanJ.B. (1972, November). Perceived risk and store selection. Journal of Marketing Research, 9, 434–439.
18.
HirschmanE.C. (1980, December). Inno-vativeness, novelty seeking, and consumer creativity. Journal of Consumer Research, 7, 283–295.
19.
JacobyJ.,& KaplanL.B. (1972. The components of perceived risk. In VenkatesanM. (Ed.), Proceedings of the 3rd Annual Conference of the Association for Consumer Research, College Park, MD: Association for Consumer Research, 382–393.
20.
KapfererJ. N.,& LaurentG. (1993). Further evidence on the consumer involvement profile: Five antecedents of involvement. Psychology & Marketing, 10(4), 347–355.
21.
LaurentG., & KapfererJ. N. (1985). Measuring consumer involvement profiles. Journal of Marketing Research, 22, 41–53.
22.
LocanderW. B.,& HermanPW. (1979, May). The effect of self-confidence and anxiety on information seeking in consumer risk reduction. Journal of Marketing Research, 16, 268–274.
23.
LutzR.J., & ReillyP.J. (1973). An exploration of the effects of perceived social and performance risk on consumer information acquisition. In WardS. and WrightP. (Eds.), Advances in consumer research, Vol. 1, Ur-bana, IL: Association for Consumer Research, 393–405.
24.
MatthewsHI., SlocumJ.W.Jr., & WoodsideA. (1971). Perceived risk, individual differences, and shopping orientations. In GardnerD.M. (Ed.), Proceedings, (Vol. 2, pp. 341–348). Provo, UT: Association for Consumer Research,.
25.
McQuarrieE. F., & MunsonJ. M. (1991). A revised product involvement inventory: Improved usability and validity. In SherryJ. F. and SternthalB. (Eds.), Advances in Consumer Research, (Vol. 19, pp. 108–115). Provo, UT: The Association for Consumer Research.
26.
MidgleyD. F. (1977). Innovation and new product marketing.New York: John Wiley
27.
MidgleyD.F., & DowlingG.R. (1978). In-novativeness: The concept and its measurement. Journal of Consumer Research, 4 (2), 229–242.
28.
MittalB. (1995). A comparative analysis of four scales of consumer involvement. Psychology & Marketing, 12 (7), 663–682.
NunallyJ.L. (1978). Psychometric theory (2nd ed.). New York: McGraw Hill.
32.
OstlundL.E. (1974). Perceived innovation attributes as predictors of innovativenessJournal of Consumer Research, 1, 23–29.
33.
PerryM., & HammB.C. (1968, August). Canonical analysis of relations between socio-economic risk and personal influence in purchase decisions. Journal of Marketing Research, 6, 351–354.
34.
PeterJ.P., & RyanM.J. (1976, May). An nvestigation of perceived risk at the brand evel. Journal of Marketing Research, 13, 184–188.
35.
PeterJ. P., & TarpeyL. X., Sr. (1975, June). A comparative analysis of three consumer decision strategies. Journal of Consumer Research, 2, 29–37.
36.
PoieszT. B. C, & CeesJ. P. M. de Bont (1995). Do we need involvement to understand consumer behavior?Advances in Consumer Research, 22, 448–452.
37.
RoehlW.S., & FesenmaierD.R. (1992). Risk perceptions and pleasure travel: An exploratory analysis. Journal of Travel Research, 30(4), 17–26.
38.
RoseliusT. (1971, January). Consumer rankings of risk reduction methods. Journal of Marketing, 35, 56–61.
39.
RothschildM. L. (1984). Perspectives on nvolvement: Current problems and future directions. In KinnearT. C., (Ed), Advances in Consumer Research (Vol. 11, pp.). Provo, UT: Association for Consumer Research.
40.
SchaningerC. M. (1976, September). Perceived risk and personality. Journal of Consumer Research, 3, 95–100.
41.
SpectorP. E. (1992) Summated rating scale construction.Newbury Park: Sage.
42.
SpenceH.E., EngelJ.F., & BlackwellR.D. (1970, August). Perceived risk in mail order and retail store buying. Journal of Marketing Research, 7, 364–369.
43.
StoneR.N., & GrønhaugK. (1993). Perceived risk: Further considerations for the marketing discipline. European Journal of Marketing, 27(3), 39–50.
44.
VenkatramanM.P. (1991). The impact of nnovativeness and innovation type on adoption. Journal of Retailing, 67(1), 51–67.
45.
VenkatramanM.P., & PriceL.L. (1990). Differentiating between cognitive and sensory innovativeness: Concepts, measures, and implications. Journal of Business Research, 20, 293–315.
46.
WhitlarkD. B.,GeurtsM. D.,& SwensonM. J. (1993, Fall). New product forecast-ing with a purchase intention survey. Journal of Business Forecasting, 18–21.
47.
WintrobS. (1995, April 12). Cyberspace consumers still just looking, not buying. Computing Canada, 21(8), 34.
48.
ZaichkowskyJ. L. (1985, December). Measuring the involvement construct. Journal of Consumer Research, 12, 341–352.
49.
ZikmundW. G.,& ScottJ.E. (1973). A multivariate analysis of perceived risk, self-confidence, and informational sources. In WardS. & WrightP. (Eds.), Advances in Consumer Research, (Vol. 1, pp.). UrbanaIL Association for Consumer Research.
