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Transactions: WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS
Transactions ID Number: 53-740
Full Name: Wen-bao Lin
Position: Professor
Age: ON
Sex: Male
Address: No.116, Heping 1st Rd., Lingya District, Kaohsiung City, Taiwan.
Country: TAIWAN
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E-mail address: e2667@ms23.hinet.net
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Title of the Paper: Perceived Risk of Consumers from the Viewpoint of Integrated External Cues
Authors as they appear in the Paper: Wen-bao Lin
Email addresses of all the authors: e2667@ms23.hinet.net,t3285@nknucc.nknu.edu.tw
Number of paper pages: 20
Abstract: Most of the previous research on external cues focused on the elements that are related to tangible products. However, this study analyzed external cues from the viewpoint of element integration to provide a model for perceived risk of consumers. Questionnaires were distributed to nurses of 36 hospitals and store clerks of large chain pharmacies. Each nurse or store clerk was responsible for distributing 10 questionnaires to local people or foreign workers who had the experience in purchasing medical supplies. Male and female consumers were questioned separately. A total of 1600 questionnaires were distributed and 469 effective questionnaires were returned at an effective return rate of 29.31%. Based on the nonlinear fuzzy neural network model, the result of the empirical analysis showed that consumers perceive a higher risk of price promotion than non-price promotion; female consumers have a higher perceived risk of products than male consumers; the better the sto!
re image is , the lower the risk perception a consumer has. This study used the nonlinear fuzzy neural network model to verify relevant hypotheses and original data were collected via questionnaires to meet the requirements of the model.
Keywords: External cue, Perceived risk, Non-price promotion, Non-linear fuzzy neural network model
EXTENSION of the file: .doc
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