消费者视角的网上购物感知风险影响因素被引量：28

Research on Influencing Factors of Perceived Risk in Online Purchasing from the Consumers' Angle of View

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摘要利用网上调查数据,通过独立样本T检验和Pearson相关分析,证实消费者网上购物时的感知风险与网上购物交易主体自身的特征有关。性别对于经济、功能、隐私、身体、服务、心理风险有显著影响,并且女性对于这些风险的感知显著高于男性。网络使用经历对社会和身体风险有显著影响,并呈负相关;网上购物经历对经济、功能、隐私风险有显著影响,并呈负相关;卷入程度对经济、功能、心理风险有显著影响,并呈正相关。网上消费者类型对于经济、功能、社会、时间和服务风险有显著影响,并且网上浏览者对于这些风险的感知显著高于网上购物者。 Through Independent-Samples T Test and Pearson correlation analysis, applying data gained from online research, empirical study finds that perceived risk is related to traits of online transaction subject. Sex significantly affects financial, performance, privacy, physical, service, psychological risks, and female perceives more those risks than male. Web Experience negatively affects social and physical risks. Online purchasing Experience negatively affects financial, performance, privacy risks. Involvement positively affects financial, performance, psychological risks. Types of online consumers significantly affects financial, performance, social, time, service risks, and Internet Browsers perceives more those risks than Internet Shoppers.

作者井淼吕巍周颖

机构地区上海交通大学安泰经济与管理学院

出处《工业工程与管理》 2006年第3期91-95,共5页 Industrial Engineering and Management

关键词互联网网上购物感知风险影响因素 internet online purchasing perceived risk influencing factors

分类号 F713.36 [经济管理—产业经济]

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