无形产品类别对网上购物认知风险的影响

The Influence of Intangible Product Categories on Perceived Risk in Online Shopping

为了探究网上购物中无形产品对消费者认知风险的影响,进一步完善网上购物的风险认知理论,本研究采用实验室实验与问卷调查相结合的手段,对60名大学生施测。结果表明:首先对于不同类别的无形商品,消费者的总体认知风险差异显著;其次在网上购买无形商品不仅给消费者带来了财务风险、时间风险、身体风险、绩效风险和心理风险,还有社会风险;最后对于大多数类别的无形商品,身体风险并不是消费者在网上购物时所担心的。结论:消费者在网上购买不同类别的无形产品时所认知到的风险结构是有差异的,在网上购买专业性服务时,消费者认知到的风险是最大的。

In order to explore the influence of intangible product categories on consumers＇ perceived risk in online shopping,to further accomplish the risk perception theory in online shopping.In this study,60 participants were invited to accomplish a laboratory experiment.The result shows that： first,consumer has significant difference in overall perceived risk among different categories of intangible product;second,buying intangible products online brings financial risk,physical risk,performance risk,psychological risk and social risk to the consumers;third,consumer does not worry about physical risk when they buy most categories of intangible product.Conclusion： when consumers were buying online,different categories of intangible product gave different types of perceived risk.Buying professional service online is no doubt the most risky.