期刊文献+

论消费者购买行为中的感知风险的构面研究综述 被引量:2

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摘要 感知风险对消费者的购买行为有极大影响。在购买一种品牌时,消费者对于该品牌的功能及其所带来的影响都不确定,即感知到了风险。这种心理上的不确定性极大地影响消费者对购买决策的改变、推迟乃至取消。该文综述了消费者感知风险的含义及构面,期望能有助营销者制定相应的营销策略,以降低消费者的风险感知,从而刺激购买行为的发生。
作者 刘琴琴 孙岚
出处 《科教文汇》 2008年第32期223-224,共2页 Journal of Science and Education
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同被引文献32

  • 1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. 被引量:80
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