感知风险理论在网上购物中的应用

感知风险理论几十年的发展证明其在解释消费者行为方面的适用性。国外相关研究显示:消费者对风险的感知是阻碍其网上购物的一个重要因素。本文分析了消费者对网上购物的风险感知情况,包括网上购物感知风险的概念,感知的风险类型、风险表现及风险来源,并提出了降低风险的建议。

The development of decades of perceived risk proves its suitability in explaining the consumer behaviors. Foreign relevant researches show that risk perceptions in online shopping are important restricted factors, which affect the consumer online purchasing. This article analyzed consumer perceptions of risk in online shopping, including conception of perceived risk in online purchasing, perceived risk types, the performances and source, and then proposed some suggestions of reducing perceived risk.