The moderator effect of perceived risk in other consumer perception (OCP)

Fernando Henrique Brasil Rossini, Daniela Modolo Ribeiro de Gouvea, Evandro Luiz Lopes, Eduardo Biagi Almeida Santos


This article analyzes individual perception in relation to other consumers present in shopping environment (OCP) and its influence in the decision-making process of these consumers. In addition, it examines the moderator effect of Perceived Risk in relations among OCP, Avoidance and Approximation. Eight hypotheses were developed based on literature and tested by analysis of data from a survey, in which 456 college students participated. The analysis technique used was structural equations modeling with estimations for the partial least square. As a result, a positive relation between OCP and Approximation behavior and a negative relation between OCP and Avoidance behavior were proven. The results also identified a positive moderator effect of perceived risk between OCP and Approximation and a negative effect between OCP and Avoidance.

Keywords: OCP, perceived risk, retail.

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ISSN: 1984-8196 - Best viewed in Mozilla Firefox

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