网络环境下消费者感知风险构面研究

【作者】 李广辉；

【导师】 董大海；

【作者基本信息】 大连理工大学 ， 企业管理， 2005， 硕士

【摘要】 随着互联网的普及,越来越多的企业开展了网上零售业务,但将网上购物作为主要购物方式的消费者还是少数,网络购物风险是影响消费者网上购物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。本文首先对感知风险相关研究进行了回顾。主要分为两部分:传统感知风险研究和网络环境下感知风险研究。传统感知风险研究主要对感知风险的概念、测量和构面进行了文献梳理。网络环境下感知风险研究主要对网上感知风险的定义和构面进行了回顾,由于网上购物也属于居家购物方式的一种,因而对居家购物感知风险也进行了简要的回顾。通过文献回顾,共得到了已研究的十个网上感知风险构面。随后笔者进行了实证研究。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网上感知风险的四个构面: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。为了进一步探查不同消费者在各风险构面上的感知差异,笔者又研究了年龄、学历、收入、触网时间和网上购物频率五个消费者特征变量对感知风险构面的影响。结果显示,年龄越大,认为网络零售商核心服务风险越大;触网时间越长,认为网络购物伴随风险越小,假货风险越大;网上购物次数越多,认为网络购物伴随风险越小。学历和收入对感知风险构面的影响较小。更多还原

【Abstract】 With the popularization of Internet, more and more companies began to do retail business on line. However, there are still few consumers taking online shopping as the main way. The risk involved in shopping online is a dominant factor which affects consumers’ behavior. It is of great significance to explore the possible risks involved in shopping on line so that the Internet enterprises can frame strategies eliminating the risks perceived by the consumers.This paper begins with a literature review of perceived risk. It contains mainly two parts: the study of traditional perceived risk and perceived risk under the circumstances of Internet. The former summarizes the previous study on the concept, measurement and facets of the perceived risk. The latter mainly reviews the definition and facets of perceived risk on line. Because online shopping also falls into the category of family shopping, a brief review of the risks of family shopping is also presented in this paper. After reviewing the literature, ten facets of perceived risks are found out in the previous research.Afterwards the writer carries out a demonstrative study. A qualitative research on consumers’ perceived risk on line is put up by the technology of focusing groups and deep structured interviewing to gain the original elements of consumers’ perceived risk on line. By collecting data through Internet and employing statistics such as gene analysis, the four facets of consumers’ perceived risk on line are obtained. They are core service risk of Internet retailers, risk going with Internet shopping, risk of personal privacy and risk of fake goods. In order to explore the distinctions between .different consumers’ perceived risks in different facets, the impacts of five variables on the facets of perceived risk are studied. Those five variables are the features of consumers—age, diploma, salary, time of starting surfing on line, and frequencies of shopping on line. The result demonstrates that the elder the consumer’ s age is, the more risks involved in the service of network tradesman. The longer the period of starting surfing on line, the less risks involved in online shopping and the more risks of fake goods. The more frequent the times of shopping on line, the less accompanied risks of online shopping. The consumer’ s diploma and incomedo not have much influence on the facets of perceived risks.更多还原