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

Authors

  • Fernando Henrique Brasil Rossini Universidade Nove de Julho
  • Daniela Modolo Ribeiro de Gouvea Universidade Nove de Julho
  • Evandro Luiz Lopes Universidade Nove de Julho
  • Eduardo Biagi Almeida Santos Universidade Nove de Julho

Abstract

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.

Author Biography

Fernando Henrique Brasil Rossini, Universidade Nove de Julho

Doutorando de Administração da Universidade Nove de Julho.

Mestre em Administração Pela FEA/USP

Graduação em Comunicação Social - Publicidade e Propaganda pela Universidade Metodista de São Paulo

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Published

2017-12-30

Issue

Vol. 14 No. 4 (2017): Oct/Dec

Section

Articles

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