Consumer Perceived Risk in the Korean Mobile Phone Market

다국어 초록 (Multilingual Abstract)

Purpose This study aims to illustrate the relationship be – -tween demographic factors and perceived risk types, supposingthat Korean customers tend to postpone buying or hesitate topurchase the new version of hand sets, because of an earlybuying risk.
Research design, data, and methodology- Inadditiontoexisting perceived risk types, the authors introduced an early buying risk. In order to measure each variable, also, the study hasemployed a five-point Liker-scale. To increase research reliabilityandvalidity,theresearchadoptedanexploratoryfactoranalysis,a confirmatory factor analysis, and one-way ANOVA.
Results- First, there were statistically significant differencesbetween financial risk and the group. Second, there weren’t anystatistically significant differences between the group meansamong the four perceived risk types (Performance Risk, SocialRisk, Psychological Risk, and Physical Risk) and 4 factors(Gender, Age, Job, and Education). Lastly, job is apparently differentiated from others (Gender, Age, and Education).
Conclusions The authors found that customers regarded an –early buying risk as one of the important perceived risk types,when purchasing a hand set.

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