In this case consideration has to be made on all factors that affect a consumer buying or not buying a product. This will help a business look for ways to better the product and meet the consumers expectations and needs.
This study examines how consumer information processing affects consumers' perception of risk prior to purchase. In particular, this research focuses on pre-purchase information such as brand, word-of-mouth, and customized information. The results show that customized information and word-of-mouth communication influence consumers more than do other types of information from online auctions. Consumers rely on these two factors because they are based on consumer experience and relevant to product purchase.