On and Off-line Purchase Intention: the Role of Brand Trust as Moderator of Risk Perception
Interpersonal trust is considered a risk moderator in choice under uncertainty (Einhorn, Hogarth, 1988) so it can help people to make decisions otherwise considered too risky (Galli, Nardin, 1997).Specifically, trust has been defined Helmets as a multi-dimensional construct, with cognitive and affective dimensions playing a different role to reduce