基于购买决策的网络购物感知风险

消费者消费观念的转变，使得网购从尝试性形态逐步向日常形态转变。由于网络购物在时间和空间上的特殊性以及心理和社会原因，使得消费者在网购与实体购物时所感受的风险存在较多差异，往往感到网购比实体商店购物存在更高的风险。相对于实体购物，影响网络购物感知风险的因素主要集中在消费者、商品、零售商和技术四方面。商家要消除由于信息的失衡给消费者带来的不安全感，同时，还需要商家具有广泛的营销手段和工具，从而提高企业的产品或品牌被消费者选择的可能性。

Perceived Risk of Online Shopping Based on Purchase Decision

The change of consumers＇ consumption concept promotes online shopping changing from tentative to daily patterns. Because of the particularity of online shopping in time and space, and also the psychology and society, the risks are different that the consumers receive in online shopping and corporeal shopping, and we usually think that online shopping is more risky than corporeal shopping. In fact, the main factors influencing perceived risk of online shopping are consumers, commodity, retailers, and technology. The merchants should eliminate the sense of insecurity from information imbalance; in addition, they should possess broad marketing means to increase the possibility of products or brands chosen by consumers.