Determinants of the buy/non-buy decision in purchasing low involvement products by mail catalogue retailing

Various factors, some objective and some perceptional, influence the decision of consumers to buy or not to buy by mail order. Consumers, in their ‘pre-response’ evaluation, are confronted with various types of perceived risk and, if available, various risk relievers to minimise the perceived impact of the risks. This article deals with determinants of the buy/non-buy decision in low involvement products in direct order retailing as dependent variable by using biographical and attitudinal variables as explanatory variables in a logistic regression framework.