THE MORE DIFFICULT THE BETTER? PROPOSAL FOR A THEORETICAL FRAMEWORK OF CONSUMER EFFORT, PERCEIVED RISKS AND SATISFACTION WITH THE PROCESS OF PURCHASING THROUGH THE INTERNET

Authors

  • Michelle Helena Kovacs Universidade Federal de Pernambuco
  • Salomão Alencar de Farias Universidade Federal de Pernambuco

Abstract

The popular saying “the more difficult the better” in the field of consumer behavior is questioned in this theoretical essay. Based on a series of experiments carried out in 1969, Cardozo states that the greater the effort of the consumer to make a determined purchase, the greater will be their perception of satisfaction of the purchasing process, That is, the perception of the result of the purchase will be molded by the effort made to obtain the product. Cardozo´s initial work is now reviewed more than three decades later, from a different point of view that of electronic commerce. Up until the present moment, no published surveys have been found on what the connection between the strategies of perceived risk reduction with the process of e-commerce purchases is. The proposed study thus aims at extending research in this area and proposes a theoretical framework on the association between the strategies of risk reduction in Internet purchases and consumer satisfaction, analyzing the propensity to take risks and the involvement of the individual as mediating variables of this relationship

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Author Biographies

  • Michelle Helena Kovacs, Universidade Federal de Pernambuco
    Doutoranda em Administração – UFPE.  Professora no curso de especialização em Gestão Empreendedora do Turismo - FIR
  • Salomão Alencar de Farias, Universidade Federal de Pernambuco
    Doutor em Administração – USP. Professor do Programa de Pós-Graduação em Administração – UFPE

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Issue

Vol. 2 No. 2 (2005)

Section

Artigos

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How to Cite

THE MORE DIFFICULT THE BETTER? PROPOSAL FOR A THEORETICAL FRAMEWORK OF CONSUMER EFFORT, PERCEIVED RISKS AND SATISFACTION WITH THE PROCESS OF PURCHASING THROUGH THE INTERNET. (2006). INMR - Innovation & Management Review, 2(2), 33-48. https://www.revistas.usp.br/rai/article/view/79046