网络环境中降低感知风险的策略及其有效性研究

The Utility of the Perceived Risk of Reduction Strategies in Internet Shopping

感知风险在很大程度上影响着消费者的网上购物意愿,采取针对性的措施努力降低消费者网上购物的风险感知、吸引更多的消费者参与在线消费成为国内外企业和学者们关注的一大热点。为了探讨网络环境中降低感知风险策略的有效性,通过抽样调查对消费者降低风险策略的偏好程度进行了实证分析,并在此基础上提出相关建议。

Perceived risk, to a great extent, affects consumers＇ purchase intention on the Internet, so it becomes a heatedly discussed issue for the enterprises and the experts all over the world to take corresponding measures to reduce consumers＇ risk perception and attract more consumers participating in online purchasing. In order to probe into the utility of perceived risk reduction strategies on the Internet, this paper has conducted an empirical study on the consumers＇ preference to risk reduction strategies by using a sample investigation. Finally, the conclusion is based on the study result that some suggestions are brought forward to perfect the current online shopping environment.