不同产品感知风险的实证研究

信息不充分性是感知风险的直接来源,若要研究不同产品的感知风险,就应把信息不充分性作为中介变量。本文把信息和产品划分为多种类型,建立了产品、信息和感知风险的一般结构关系模型,根据分类选择了4种产品进行了实证分析。研究表明,在不同产品购买中消费者对不同信息的关注程度,以及不同信息的不充分性对感知风险的影响存在显著差别。

Empirical Analyses on the Perceived Risks of Different Products

Information deficiency is the direct source of perceived risks.To research different products' perceived risks,we should regard information deficiency as intermediary variable.This article divides information and products into many types,builds a general model of structure relationship among products,information and perceived risks.According to the distribution,it chooses four kinds of product to do empirical analyses.The research indicates that there exist notable distinctions in consumers' attentional degrees towards different information when they buy different products,also in the impacts that the deficiency of different information makes on the perceived risks.