العوامل المفسرة لإدراك المستهلك للمخاطرة عند اتخاذ قرار الشراء

Abstract EN

The consumer makes purchase decisions in order to resolve consumption's issues, but he is usually unsure of his decisions' outcome, so he may bear a part of a perceived risk at purchasing.

The level of risk varies according to the type of product and its value, the conditions of consumption and the importance of the purchase, as well as the psychological characteristics of the consumer… This research aims at comprehending the difference and the variance that we notice in the perceived risk levels, as there are different factors that help, or even cause the perception of risk, These factors can be grouped into three categories: factors associated with the individual, factors linked to the product, and factors associated with the purchase standing.