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52(1/2)() (1) (2)

3(2/2)(1) ()(2)/ (3)

4 Duke University Carnegie Mellon University University of Texas Preyas S. Desai Ajay Kalra B.P.S. Murthi

Research Interest Research Interest Research Interest

6137 (1) (2)( )

78 (perceived risk)

9(1/3)11(2/3)12(3/3)(1)(2)(3)

13(1/2)Cox and Rich (1964)Dowling & Richard Staelin(1994)

14(2/2)Bettman1973 ( inherent risk )( handled risk )(1):(2):15(1/2)Yellow Pages()

16(1/2)H1

17()

H2

18

19H3

H4

201 211.(1)H1(2)

222.(1/2)136Barrington Lazzard

232.(2/2)2222manipulated factor 1/2Lazzard/3Lazzard/4/

243.(1/4) F values < 1 F values < 12/2/ANOVA

253.(2/4)1/218911996263.(3/4)1 // /2 Lazzard/Barrington Lazzard/Barrington

273.(4/4)15scores of 17Lazzardscore of 8scores of 915Barrington284.(1/2)

294.(2/2)(F1, 131 = 109.64, p < .0001)(F1, 131 = 8.91 p < .01)Barrington (F1, 131 = 2.57, p