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Bauer, R. A. (1960). Consumer Behavior as Risk-taking. In R. S. Hancock (Ed.), Dynamic Marketing for a Changing World (pp. 389-398). Chicago, IL: American Marketing Association.

has been cited by the following article:

• TITLE: Technology Risk Model Development and Application to Green Vehicle Purchases

  AUTHORS: Insong Hwang, Joosung Lee

  KEYWORDS: Technology Adoption, Risk Model, Green Vehicle

  JOURNAL NAME: American Journal of Industrial and Business Management, Vol.11 No.1, January 18, 2021

  ABSTRACT: This study proposed a technology risk model for assessing environmentally-friendly vehicles. It analyzes risk factors to explore what may hinder vehicle purchases and subsequent market diffusion. A preliminary study has been conducted to test the model’s validity and future research is suggested to examine the factors for encouraging environmentally-friendly vehicle purchases such as hydrogen-based automobiles.