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An executive summary for managers and executive readers potty be fasten at the end of this article Strategies for reducing consumers risk detestation in profit shopping Soo Jiuan Tan Assistant Professor, merchandise Department, Faculty of Business Administration, content University of Singapore, Singapore Keywords Consumer attitudes, Consumers risk, cyberspace, Marketing strategy, Perception, obtain Abstract Using experimental design and conjoint analysis, this piece of music studies the risk perception of Singaporean consumers on Internet shopping, and tests the strength of several risk-reducing strategies that Internet marketers could manipulation in promoting online shopping among consumers. The results sharpen that Singaporean consumers with a high degree of risk annoyance than others tend to perceive Internet shopping to be a risky activity. However, Internet marketers could assert on using elongation group appeal as the most preferred risk relievers for t his group of consumers, particularly by depressting expert users to own the products involved. In addition, the marketers reputation, the brands image, and specific countenance strategies atomic number 18 also effective risk relievers for the potential Internet shoppers.

increase globalization Introduction The increased globalization of the world economies has created umpteen another(prenominal) opportunities for marketers. At the same time, this has also intensified competition among businesses so that many an(prenominal) companies be looking towards unconventional forms of trade. Marketing finished the Intern et is one such unconventional form of selli! ng that many companies have turned to. The Internet market is a huge and growing market with over $300 gazillion expense of goods sold in 1995 (Boisseau, 1995). While many businesses are cursorily adopting the Internet as the means through which they can expeditiously and economically conduct their marketing activities, there are many risks associated with its use. For example, the Internet has very little security and any...

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