An Empirical Study of Simplified Conjoint ExpectedRisk Model: Case on a X TelecommunicationCompany in Taiwan

• Main Authors: Wan-Chun Hou, 侯宛君
• Other Authors: Shi-Jie Jiang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/55948612950993420139

碩士 === 銘傳大學 === 風險管理與保險學系碩士班 === 98 === This study empirically examines the performance of Holtgrave and Weber''s Simplified Conjoint Expected Risk (SCER) model.It modifies Luce and Weber''s original CER model.The SCER model that perceived risk is a linear combination of the subjective judgments of the probabilities of harm,benefit,and status quo,and the expected harm and benefit of an activity. The results are shown as below: (1) Both Willingness-to-pay and risk perception of MCU international students are higher than of staffs in the X communication company.For international students,their risk preferences differ from risk perceptions. (2) According to risk perceptions''results,the sales department is a department of risk-lover,the accounting、multimedia and administration information management department are departments of risk-averse,the management planning and enterprise guest serve department are departments of risk-neutral. (3) The risk perception and preference are no significant difference between departments in the same communication company . (4)The Cross-Culture difference in risk perception is existent.