基于感知风险的消费者网络购物决策模型研究

The Research on Decision-making Model of Consumer Online Shopping Based on the Perceived Risk

近年来,网络购物已被消费者所采用,以往的研究大多集中在实体商店的购物上,但相比于实体商店购物,网络购物具有更多的风险和不确定性,消费者感知风险已成为影响消费者网上购物决策的一个重要因素,关于消费者网络购物决策行为,以往的研究大多集中于调查问卷的实证研究以及基于效用函数的研究,目前对于基于感知风险的网络购买决策模型研究尚未出现;本文在假设消费者理性的,消费者目标是追求效用最大化、成本最小化、风险最小化基础上,提出基于感知风险的消费者网络购物决策模型,并通过案例验证了模型的合理性和实用性。

In the coming years,shopping on the internet is becoming accepted by customers.But in the past,most of the researchs focus on the shopping in the reality shop. However,compare to shopping in the reality shop,shopping on the internet has more risk and uncertainty, risk has become a important factor affecting customer internet-shopping decisions. for customer internet-shopping action,most of the research focus on the research by way of requistionaire and on the ulilty basis. At present,the research on the internet-shopping model did not appear, the of this article are customer and their aim are max uility and min-cost and min-risk. Then we put intenet-shopping decision model and certify the reasonable and practical of this model.