| 消费者对网上购物的风险认知及影响因素 |
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| 引用本文： | 丁夏齐,马谋超. 消费者对网上购物的风险认知及影响因素[J]. 商业研究, 2005, 0(22): 212-213 |
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| 作者姓名： | 丁夏齐 马谋超 |
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| 作者单位： | 1. 深圳大学,管理学院,广东,深圳,518060
2. 中国科学院,心理研究所,北京,100101 |
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| 摘 要： | 风险认知是影响消费者网上购物的重要因素。网上购物的风险,主要包括财务风险、性能风险、身体风险、时间风险、隐私风险、心理风险和社会风险等维度。影响消费者网上购物风险认知的因素,主要有网络使用经验、网上购物经历、产品知识、创新性等。采取一些适当的措施,可以有效地降低网上购物的风险认知。
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| 关 键 词： | B2C电子商务 网上购物 风险认知 |
| 文章编号： | 1001-148X(2005)22-0212-02 |
| 收稿时间： | 2004-07-08 |
| 修稿时间： | 2004-07-08 |
The Factors Influencing Risk Perception for Online Shopping |
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| DING Xia-qi,MA Mou-chao. The Factors Influencing Risk Perception for Online Shopping[J]. Commercial Research, 2005, 0(22): 212-213 |
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| Authors: | DING Xia-qi MA Mou-chao |
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| Affiliation: | 1.Shenzhen University,Shenzhen Guangdong 518060,China;2.Institute of Psychology,CAS,Beijing 100101,China |
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| Abstract: | Risk perception is a key factor influencing online shopping.The risks perceived by consumers ha ease of online shopping include financial risk, performance risk, physical risk, time risk, privacy risk, psychological risk and social risk.When oonsumers do their online shopping, such factor may influence their risk perception as internet experience, online shopping experience, product knowledge and innovativeness.This paper suggests some messures to effectively aveid these possible risks in online shopping. |
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| Keywords: | B2C E- Commerce online shopping risk perception |
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