本地服务电子商务团购感知风险构面研究

Dimensions of Perceived Risk of Local Service E-business Group Buying

针对本地服务电子商务团购进行研究,首先以文献研究为基础,归纳出服务类电子商务团购的感知风险影响要素,然后进行访谈和问卷调查,运用因子分析法对原有的要素进行分析,最终得出了服务类电子商务团购感知风险影响因素的4个构面:时间风险、合作服务商服务质量风险、财务风险和网站服务质量风险。基于提出的4个感知风险构面,对本地服务电子商务团购降低顾客的感知风险以便给顾客提供良好的服务质量提出了一些意见与建议。

The study was mainly focused on local service e - business group buying. The influential factors of e - business group buying perceived risks were discussed firstly; then original factors were analyzed by using interview and questionnaire survey method. Group buying perceived risk factors of service e - business were eventually obtained in four dimensions, which are time risk, service quality risk of cooperation partners, financial risk and service quality risk of web site. Some suggestions were provided to decrease consumers＇ perceived risk and enhance the service quality in local service e - business group buying based on the four dimensions.