One viewpoint consider consumer will choose product with maximal perceived value (Zeithaml, 1988), and another viewpoint consider consumer will choose product with maximal perceived value least perceived risk (Bauer, 1960).

• 在购买意愿的研究领域里，出现了两种不同的观点：以Zeithaml(1988)为代表的学者认为消费者在做购买决策时，会选择感知价值最大的方案；