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Keywords: Risk relievers
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Journal Articles
Journal:
Journal of Asia Business Studies
Journal of Asia Business Studies (2026) 20 (1): 157–177.
Published: 25 November 2025
...Simarpreet Kaur; Sangeeta Arora Purpose It has been well-documented in the consumer behavior literature that risk relievers play an important role in reducing perceived risk. However, the research on the efficacy of risk relievers in segmenting online customers is scant. Thus, this study aims...
