【摘要】 网络购物风险是影响消费者网上购买的一个重要制约因素 ,揭示网上购物风险构面对互联网企业制定消除消费者感知风险的策略具有重要的现实意义。首先对感知风险构面已有研究进行回顾与总结 ,然后利用焦点小组与深度访谈技术对消费者网上购物感知风险进行了定性探查 ,从而形成网络环境下消费者感知风险构成的初始要素 ,最后通过网络调研搜集数据 ,并使用因子分析等统计技术得出了消费者网上购物感知风险的 4个构面 :网络零售商核心服务风险、网络购物伴随风险、个人隐私风险和假货风险。更多还原

【Abstract】 Risk is an important restrictive factor for consumer’s internet shopping. The literature of perceived risk reviewed and summarized. The qualitative study of the perceived risk of consumers on internet shopping was made through focus group, depth interview, and initial the items of consumer’s perceived risk in internet environment was extracted. The data were collected through internet survey, and use factor analysis, etc. to get four facets of the perceived risk on internet shopping: core service risk of internet retailers, risk going with internet shopping, risk of personal privacy and risk of fake goods.更多还原