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| The Impacts of Perceived Risk on Consumer Confidence in Disastrous Situations |
| FAN Chun-Mei, JIA Jian-Min, LI Hua-Qiang |
| Southwest Jiaotong University, Chengdu, China |
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Abstract Based on the survey data from Wenchuan earthquake, this paper performs a theoretical model of the relationship between earthquake perceived risk and consumer confidence in disastrous situations. The study reveals the linkages among the dimensions of consumer confidence. Confidence of reconstruction and economic development produces a significant positive effect on confidence of reconstruction and real estate development, and confidence of economic development plays a significant effect on confidence of life quality positively. It was found that earthquake perceived risk had a direct negative impact on one dimension of consumer confidence, namely, confidence of economic development, but does not produce significant effect on confidence of reconstruction and real estate development. It has an indirect negative effect on confidence of life quality via confidence of economic development.
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Received: 11 January 2011
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2012, Vol. 9 
