Consumer purchasing in foreign countries: a perceived risk perspective

Increases in tourism and international business mean more non-nationals will be consuming products in foreign countries.

Consumer purchasing in foreign countries: a perceived risk perspective

Vincent W Mitchell and Michael Greatorex

Increases in tourism and international business mean more non-nationals will be consuming products in foreign countries. No study has yet examined their purchasing behaviour using a perceived risk framework. This article reports the results of an exploratory study of national and non-nationalconsumers who rated loss types and risk relievers for 24 products. In general non-nationals perceivedmore risk in product purchase and considerably more psychosocial loss than nationals. They alsorated all risk relievers as significantly more useful than nationals. For both...

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