网络零售中影响消费者购买意愿因素研究——基于信任与感知风险的分析

Research on the Determinants of Purchasing Intention in Online Shopping——From the Perspective of Trust and Perceived Risk

传统交易环境下,消费者通过所见所触来鉴定商品的品质。网络零售环境中,无法取得全面的品质信息,且资金安全存在风险,其消费行为是在带有不信任因素及高度感知风险的环境中进行。对网络零售商而言,除了提供便捷的购买方式、优惠价格,如何满足消费者心理需求上的安全感更为重要。本文通过理论推演,提出基于信任理论与感知风险的网络零售消费意愿影响因素模型,并发展了模型中各变量的衡量量表,通过访谈与调查问卷,借助结构方程模型,揭示了网络零售商品牌形象、销售管理、服务品质、技术安全、以及消费者个人信任倾向与感知风险的关系,并对最终购买意愿产生的影响,提出了构建政府—行业—企业—第三方—消费者五位一体的诚信体系的模型,为网络零售企业的发展提出实践建议。

In online shopping,consumers can not obtain comprehensive products information by seeing and touching.And they may even worry about the transaction security.Online shopping offers a transaction situation with distrustful factors and high perceived risks.So in addition to providing cheap prices and continent purchasing services,it is more important for online stores to meet consumers’ psychological requirement of security.This article proposes a purchasing intention influence model based on trust and perceived risk theories,and presents the development and validation of scales of model variances.Empirical research is conducted based on interview and questionnaire survey.SEM analysis is used to explore the influences of online stores’ brand image,sales management,services,technology security,and consumers’ disposition to trust on consumers’ trust and perceived risk,as well as their effects on purchasing intention.Finally,the article puts forward a credit enhancement framework involving efforts from government,industry association,enterprises,the third-party payment,and consumers,and also proposes suggestions for the management practice