One viewpoint consider consumer will choose product with maximal perceived value (Zeithaml, 1988), and another viewpoint consider consumer will choose product with maximal perceived value least perceived risk (Bauer, 1960).
英
美
- 在購買(mǎi)意愿的研究領(lǐng)域里，出現了兩種不同的觀(guān)點(diǎn)：以Zeithaml(1988)為代表的學(xué)者認為消費者在做購買(mǎi)決策時(shí)，會(huì )選擇感知價(jià)值最大的方案；
