消费情感对感知风险和行为意向的影响

The Influence of Consumer Emotion on Perceived Risk and Behavioral Intentions

随着信息经济的迅猛发展,网络环境下的消费者行为越来越被广大的商家和学者所关注。本文探讨顾客消费情感与感知风险和行为意向的关系。在文献研究的基础上,提出了概念模型,并通过对旅游电子商务网站作实证调查,运用结构方程模型分析等分析方法,对这个模型进行了实证检验,得出以下结论:1、正面消费情感对感知风险有显著的负向影响;负面消费情感对感知风险有显著的正向影响;2、正面消费情感对行为意向有显著的正向影响,负面消费情感对行为意向有显著的负向影响;3、感知风险对行为意向有显著的负向影响。

With the drastic development of information economy, consumer behaviors in the network environment are increasingly becoming the concern of all scholars and the business community as well. This paper focuses on the relationship among consumer emotions, perceived risk and behavioral intentions. Based on extensive literature research, this paper proposes a model and uses analytical methods like SEM to test the model through empirical studies on tourist ecommerce websites. The conclusions are as follows： 1. positive consumer emotions have a significant negative influence on perceived risk, negative consumer emotions have a signifi- cant positive influence on perceived risk 2. positive consumer emotions have a significant positive influence on behavioral intentions, negative consumer emotions have a significant negative influence on behavioral intentions; 3. perceived risk has a significant negative influence on behavioral intentions.