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Risk Attitude and Risk - aversion Pruchase Behavior in the Financial Market
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금융고객의 위험태도와 위험대응 구매행동

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Type
Academic journal
Author
Journal
Korean Academic Society Of Business Administration korean management review Vol.29 No.3 KCI Excellent Accredited Journal
Published
2000.8
Pages
337 - 352 (16page)

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Risk Attitude and Risk - aversion Pruchase Behavior in the Financial Market
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Theory of risk plays an important role in explaining the purchase of service. The reason is that consumers perceive more risk when buying service than physical product. The purpose of our paper is to segment customers by risk attitude and to identify different marketing responses among segments in the financial market. The main findings are as follows: (1) Customers` risk-attitude differ across pay off domains that show strong risk-aversion attitude for gain and mixed domain and risk-seeking for loss domain. (2) Different risk attitude leads to different purchasing behavior; risk-takers are tend to invest in risky products whereas risk-aversers focus on the products under their acceptable levels of risk. (3) Given risk premium to risk-averser segment, those who change their risk attitude show risk-taking behavior and disperse their resources to various products more than those who don`t change their risk attitude. (4) Different kinds of information attracts customers with different risk attitude; risk-proners respond to the information of expected pay-off amounts more sensitively. The paper shows how customer segmentation based on risk attitude can be used to reallocate the financial company`s resources and to get customer`s responses more effectively.

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