网上消费感知风险研究综述被引量：7

A Review of Online Shopping Consumption Perceived Risk

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摘要感知风险是消费者行为研究中的一个重要内容,对消费者的购买行为与决策有重要的影响。对于网上消费这一新的消费方式,感知风险研究所取得的进展如何,是一个值得讨论的话题。对于企业而言,若想提高消费者网上购物的数量,仅仅提高产品和服务的绩效是不够的,还需要进一步提高网上零售商的服务,改善网上的经营环境等。 Perceived risk, which is a crucial topic for consumer behaviors, is an important restrictive factor that affects consumer＇s purchasing decision, especially for the online shopping. For this new online consumption pattern, the progress of perceived risk research is a topic worthy of discussion. Enterprise not only needs to improve the performance of products and services, but also needs to improve services of online retailers, and improve the online business environment to increase the number of consumers shopping.

作者王玉王焕玉腾跃民范高潮

机构地区西安交通大学管理学院上海理工大学管理学院

出处《商业研究》 CSSCI 北大核心 2009年第10期35-39,共5页 Commercial Research

基金国家自然科学基金资助项目优秀创新群体的阶段性研究成果项目编号:70121001

关键词网上感知风险消费行为应对措施研究综述 online perceived risk consumption behavior countermeasure review

分类号 F062.5 [经济管理—政治经济学]

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参考文献25

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