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This pattern is also evident in the four services with traditional delivery systems. Perceived risk affects the consumer throughout the buying cycle and is not alleviated in the information search stage. Different risk factors drive perceived risk at various stages in the buying cycle. The authors provide both research and managerial implications of these findings.<\/p>","DOI":"10.4018\/jisss.2009062903","type":"journal-article","created":{"date-parts":[[2010,4,30]],"date-time":"2010-04-30T09:41:09Z","timestamp":1272620469000},"page":"33-49","source":"Crossref","is-referenced-by-count":2,"title":["Perceived Risk for Multiple Services in the Consumer Buying Cycle"],"prefix":"10.4018","volume":"1","author":[{"given":"Lawrence F.","family":"Cunningham","sequence":"first","affiliation":[{"name":"University of Colorado Denver, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"James","family":"Gerlach","sequence":"additional","affiliation":[{"name":"University of Colorado Denver, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Michael D.","family":"Harper","sequence":"additional","affiliation":[{"name":"University of Colorado Denver, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Deborah L.","family":"Kellogg","sequence":"additional","affiliation":[{"name":"University of Colorado Denver, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"2432","reference":[{"key":"jisss.2009062903-0","unstructured":"Anderson, D. 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