B2C电子商务中感知风险降低策略的有效性研究被引量：21

Utility of Perceived Risk Reduction Strategies in B2C E-commerce

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摘要以书籍和服装作为搜索型和体验型商品的代表,通过网上模拟实验调查的方式对主要风险降低策略在中国的有效性进行了实证检验。研究结果表明,网上消费者对体验型商品所感知的绩效风险、心理风险和物理风险显著大于搜索型商品,而在社会风险、经济风险和隐私风险方面却没有显著差异;支付安全性、网站声誉、在线展示、退款保证、更换商品是消费者认为最有效的五种降低在线购买感知风险的策略。 In order to validate utility of risk-relievers in electronic buying situations in China, a largesample empirical study has been conducted for book and cloth. The result shows that performance risk, psychological risk and physical risk are found to be significantly different across purchase categories, while the other four risks are not. In addition, payment security, website reputation, viewing the good on the screen, money-back guarantee, exchanging good are thought to be the most effective strategies to reduce perceived risk in online purchasing.

作者邵兵家鄢智敏鄢勇俊

机构地区重庆大学经济与工商管理学院广东省清远市食品药品监督管理局

出处《软科学》 CSSCI 2006年第4期131-135,共5页 Soft Science

基金中国博士后科学基金资助项目(2005037551) 重庆大学骨干教师资助基金项目(20030A02)

关键词 B2C 电子商务感知风险降低策略 B2C electronic commerce perceived risk reduction strategies

分类号 F724.6 [经济管理—产业经济]

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参考文献10

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