Postrzeganie ryzyka jako czynnik warunkujący zachowanie konsumenta w kanale dystrybucji
Risk perception as a determinant of consumer behavior in distribution channel

Summary/Abstract: Multichanneling is one of the strategies products and services distribution in the network economy. Multi-channel consumer spends more in comparison to consumer using only one distribution channel. The risk is associated with the buying decisions of consumers, including the place / way of purchase. The category perceived risk is composed of a number of variables. The aim of the publication is to identify sources of consumers perceived risk in conditions of distribution channel choice. The decision of the channel selection is determinant by performence risk, time risk, security risk and financial risk. Suppliers, however, through specific actions may restrict the perceived risk.

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