Investigation on the model of consumers' perceived risk - integrated viewpoint

This research integrated internal and external clues and proposed the model of consumers' perceived risk. The population of this research was the A level travel agency in Taiwan. The reason to choose this industry was in that first, the fashion of Taiwanese' traveling abroad was vigorous; secondly, the proportion of the industry's service quality for customers was high. Based on the regional segmentation of three major geographical districts in Taiwan (north, center and south), this research employed Stratified Random Sampling and distributed 1000 questionnaires. The sampling was based on population proportion (about 6:2:2) and used Non-linear Fuzzy Neural Network Model. The empirical result revealed the follows: there was negative relation between service involvement and perceived risk; the consumers' positive emotion revealed significant and negative influence on perceived risk; the consumers' negative emotion revealed significant and positive influence on perceived risk; perceived risk revealed significant and negative influence on purchasing will. The characteristic of this research was mainly to employ Fuzzy Neural Network Model to validate the related hypotheses and acquire the original data through plenty of questionnaires to meet the conditions of using this method. (c) 2006 Elsevier Ltd. All rights reserved.