Abstract
The second order (previously owned merchandise) retail market is receiving increased attention from consumers. This study compared the perceived risk in the retailing of new versus used merchandise and the applicability of the traditional risk reduction strategies to the second order markets. Differences were found between risk perception of new versus used merchandise. However, the importance of various information sources to reduce risk did not differ by type of merchandise. Strategy implications for second order merchants are derived.
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Yavas, U., Clabaugh, M.G., Riecken, W.G. (2015). A Preliminary Investigation of Perceived Risk Differences in the First Order and Second Order Retai1 Markets. In: Bellur, V. (eds) The 1980’s: A Decade of Marketing Challenges. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16976-7_16
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DOI: https://doi.org/10.1007/978-3-319-16976-7_16
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