B2C情境下感知风险的演变过程以及降低风险策略研究

The research on perceived risk evolutionary process and reduction Strategies in B2C E-commerce

感知风险是制约消费者网上购物的主要因素。文中选取在校大学生为样本,研究网络情境下消费者感知风险在购物不同阶段的体现,利用计量经济学中统计建模的方式探讨个人因素、购物经历等控制变量在各个阶段对感知风险是否存在影响;通过演变图得出这些因素对感知风险的不同影响。研究发现感知风险程度随着收集信息、评价方案以及购后行为三个阶段的递进而持续递增,且各因素对产品存在不同的影响。最后,基于感知风险的演变过程提出相关的营销策略。

Perceived risk is a major constraining factor for online shoppers. This paper take university students for example,to study consumes＇ perceived risk of expression at different stages under network situations,and explores the personal factors,shopping experiences and other control variables＇ impact on perceived risk at various stages by statistical methods and also see the degree of the influence by evolution. The result finds that level of perceived risk increased as the collection of information,evaluation programs as well as post-shopping behavior of sustained,and its factors have different influence. At last it proposes relevant marketing strategies based on perceived risk evolution.