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互联网购物环境下的消费者感知风险维度
引用本文:井淼,周颖,吕巍.互联网购物环境下的消费者感知风险维度[J].上海交通大学学报,2006,40(4):607-610.
作者姓名:井淼  周颖  吕巍
作者单位:上海交通大学,安泰经济与管理学院,上海,200052
摘    要:采用访谈法和问卷法,运用结构方程模型,识别了互联网购物环境下感知风险的维度,分析了感知风险各维度对总体风险的贡献率,开发了针对中国本土消费者的网上购物感知风险维度量表.结果表明:经济风险、功能风险、社会风险、时间风险、身体风险、心理风险,这些传统购物环境下存在的风险,消费者网上购物时仍然能感知到.隐私风险和服务风险是网上购物不同于传统购物的风险维度.8个风险维度对网上购物总体风险的解释量为72.61%.

关 键 词:互联网  感知风险  网上购物  消费者
文章编号:1006-2467(2006)04-0607-04
收稿时间:2005-10-08
修稿时间:2005年10月8日

The Perceived Risk Dimensions in Internet Shopping Environment
JING Miao,ZHOU Ying,L Wei.The Perceived Risk Dimensions in Internet Shopping Environment[J].Journal of Shanghai Jiaotong University,2006,40(4):607-610.
Authors:JING Miao  ZHOU Ying  L Wei
Institution:Antai School of Economics and Management, Shanghai Jiaotong Univ. , Shanghai 200052, China
Abstract:Adopting methods of interview and questionnaire and using structural equation modeling,this paper identified the perceived risk dimensions in Internet shopping environment,analyzed the contribution rates of dimensions to the overall risk,developed the perceived risk dimensions scales aiming at the Chinese consumers shopping online.The result shows that the economic risk,functional risk,social risk,time risk,physical risk and psychological risk which are perceived by consumers in the traditional shopping environment can also be perceived during the purchasing online.The privacy risk and service risk in the Internet shopping environment are different risk dimensions from those in the traditional environment.The eight risk dimensions can explain 72.61% of the online shopping overall risk.
Keywords:Internet  perceived risk  online shopping  consumer  
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