Informal Interpersonal Influence on Purchasing Agents' Perceived Risk
Abstract
Informal, interpersonal influence was found to have a significant influence on purchasing agents’ perceived risk. This impact was found to exist over the categories of perceived performance, social, and economic risk. “Influencers” were found to exist both within and without the purchasing agent’s organization. The primary implication of the results is a broadened view of the scope of perceived risk influence as it affects the industrial buyer.
This paper has been withdrawn.