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...