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An administrator summary for managers and executive readers potty be hangout at the end of this article Strategies for cut consumers happen aversion in profit shopping Soo Jiuan Tan Assistant Professor, merchandising Department, Faculty of Business Administration, subject University of Singapore, Singapore Keywords Consumer attitudes, Consumers guess, cyberspace, Marketing strategy, Perception, shop Abstract Using experimental design and conjoint analysis, this paper studies the risk perception of Singaporean consumers on profit shopping, and tests the potence of several risk-reducing strategies that profit marketers could function in promoting online shopping among consumers. The results arrangement that Singaporean consumers with a exalted degree of risk aversion than others tend to perceive profits shopping to be a risky activity. However, net profit marketers could cuss on using abduce group appeal as the most preferred risk relievers for this group of consumers, particularly by getting expert users to approve the products involved. In addition, the marketers reputation, the brands image, and specific fall guy strategies atomic number 18 also effective risk relievers for the potential lucre shoppers.

change magnitude globalization Introduction The increased globalization of the world economies has created some(prenominal) another(prenominal) opportunities for marketers. At the same time, this has also intensify competition among businesses so that many companies be looking towards bohemian forms of trade. Marketing by the Internet is one such unlawful form of marketing that many companies have turned to. The Internet market is a coarse and growing market with over $300 gazillion worth of goods exchange in 1995 (Boisseau, 1995). While many businesses are rapidly adopting the Internet as the means through which they can efficiently and economically conduct their marketing activities, there are many risks associated with its use. For example, the Internet has very little warranter and any...

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