女性网购风险感知的影响因素与消减路径研究

Research on influencing factors and subtraction paths of females' risk perception of online shopping

女性天性敏感,网购的高风险降低了女性消费者的网购热忱。无事爱关注、易受网评的影响、冲动购买及其后的期望失调等行为因素导致女性有更高的网购风险感知;女性消费者网购最关注的是绩效风险、服务风险和交付风险三种风险。因此,电商企业可以通过产品、包装、服务、口碑等方面路径,消减女性消费者网购风险感知。

As females are innately sensitive, high perceived risk of online shopping can reduce their zeal of consumptions. Factors of close concern about and easy influence from online comments and females＇ unbalanced expectation from their impulsive purchases lead to females＇ high risk perception of online shopping. What female consumers care about most are the three risks of performance, service and delivery. Accordingly, the e - com-erce merchants can reduce female consumers＇ perception of risk in online shopping through paths of products, packing, service and reputation, etc.