消费者线上交互与感知风险的关系研究

Study on the Relationship between the Online Interactions and Perceived Risks of Consumer

论文研究消费者对消费者的线上交互行为对消费者对产品的感知风险的影响。参考前人文献,引入了认知信任这一中介变量。此外,根据文献,本文将消费者线上交互划分成了五个维度,分别是信源质量、关系强度、信息质量、交互氛围和交互频率。实证研究发现,这五个维度分别会通过认知信任,对消费者感知风险产生负向影响。

This paper discussed the impact of consumer-consumer online interactivity towards consumer＇s perceived risk. Based on former researches, this paper brought cognition trust as the mediating variable. And this paper divided online interactivity into five dimensions according to former literature, including information source quality, social tie strength, information quality, interactive atmosphere, and interactive frequency. The result shows that all this five aspects have negative influence to consumer＇s perceived risk through cognition trust.