Perceived risk and the selection of a retail patronage mode

Consumers can select products from a wide variety of retail patronage alternatives. This article examines the amount of perceived risk that is associated with shopping at six different patronage modes. Department and specialty stores are generally considered low risk modes, while media advertisements represent the highest risk alternative. This research also examines the importance of various risk-handling tactics that may help the consumer deal with the perceived risk involved with the selection of a particular retail patronage mode.