| 网上消费感知风险研究综述 |
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| 引用本文： | 王玉,王焕玉,腾跃民,范高潮.网上消费感知风险研究综述[J].商业研究,2009(10). |
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| 作者姓名： | 王玉 王焕玉 腾跃民 范高潮 |
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| 作者单位： | 1. 西安交通大学,管理学院,西安,710049
2. 上海理工大学,管理学院,上海,200093 |
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| 基金项目： | 国家自然科学基金资助项目优秀创新群体的阶段性研究成果;项目 |
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| 摘 要： | 感知风险是消费者行为研究中的一个重要内容,对消费者的购买行为与决策有重要的影响。对于网上消费这一新的消费方式,感知风险研究所取得的进展如何,是一个值得讨论的话题。对于企业而言,若想提高消费者网上购物的数量,仅仅提高产品和服务的绩效是不够的,还需要进一步提高网上零售商的服务,改善网上的经营环境等。
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| 关 键 词： | 网上感知风险 消费行为 应对措施 研究综述 |
A Review of Online Shopping Consumption Perceived Risk |
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| WANG Yu,WANG Huan-yu,TENG Yue-min,FAN Gao-chao.A Review of Online Shopping Consumption Perceived Risk[J].Commercial Research,2009(10). |
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| Authors: | WANG Yu WANG Huan-yu TENG Yue-min FAN Gao-chao |
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| Institution: | WANG Yu1,WANG Huan-yu2,TENG Yue-min2,FAN Gao-chao1(1.School of Management,Xi\'an Jiaotong University,Xi\'an 710049,China,2.School of Management,University of Shanghai for Science , Technology,Shanghai 200093,China) |
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| Abstract: | Perceived risk,which is a crucial topic for consumer behaviors,is an important restrictive factor that affects consumer's purchasing decision,especially for the online shopping.For this new online consumption pattern,the progress of perceived risk research is a topic worthy of discussion.Enterprise not only needs to improve the performance of products and services,but also needs to improve services of online retailers,and improve the online business environment to increase the number of consumers shopping. |
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| Keywords: | online perceived risk consumption behavior countermeasure review |
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