电视购物消费者知觉风险与购买决策行为分析被引量：7

Perceived Risk and Purchasing Decision Analysis of TV Shopping Consumers

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摘要电视购物作为一种无店铺营销的商业零售模式,在国内的发展中一直深受信任危机的困扰。本研究引入心理学知觉风险的概念,通过调查目前消费者对电视购物的风险知觉及其购买行为,来了解目前国内电视购物的消费者对电视购物有怎样的风险知觉,消费者对电视购物的风险知觉对其购买决策有怎样的影响,以及消费者特征、消费者对电视购物的风险知觉和其购买决策行为之间的关系和影响作用。 TV shopping is promising as one of non-store retail models, but its development has been greatly hampered by the trust crisis in domestic market. Applying the questionnaire, this research investigates consumers＇ TV shopping perceived risk and their purchase decision making behaviors, and tries to identify the types of perceived risk and the impact on the purchase decision making of the domestic consumers, and the relationship and interaction among the characteristics of consumer, perceived risk and purchase decision making in terms of TV shopping as well.

作者陈佳齐元陈毅文孔寅平

机构地区中国科学院心理研究所中国科学院研究生院西北大学公共管理学院

出处《管理评论》 CSSCI 北大核心 2011年第5期54-60,共7页 Management Review

基金中国科学院知识创新工程重要方向项目(KSCX2-YW-R-130)

关键词电视购物消费者特征购买决策行为知觉风险 TV shopping, consumer characteristics, purchase decision making, perceived risk

分类号 F713.32 [经济管理—产业经济]

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