消费者网络购物感知风险概念及测量模型研究

Conceptualization and Measurement Modeling of Consumer's Perceived Risk in Online Shopping

感知风险在消费者行为研究中是一个重要的变量,它对消费者信息处理及购物决策产生重要影响。随着网络购物的兴起,消费者的信息搜寻和购买决策过程都发生了重大的改变。本文对消费者网络购物感知风险进行了界定,提出感知风险可以由五个具体的网络购物感知风险维度构成,并在此基础上开发了15个项目作为测量指标。论文还对消费者网络购物感知风险不同结构的模型进行了探索比较,根据拟合程度和简约特点界定了消费者网络购物感知风险的概念和测量模型。

Perceived risk is an important variable in consumer behavior research.It has significant influences on a consumer＇s information processing and shopping decisions.A consumer＇s behavior of information processing and decision processing is evolving in online shopping.The traditional inventory used to measure perceived risk will not be applicable to measuring Internet consumer＇s perceived risk.Without reliable and valid measures,the research in the field of consumer＇s perceived risk in online shopping is limited.The paradigm suggested by Chuchill （1979） investigates Internet consumer＇s perceived risk based on literature review.We define the perceived risks of Internet shopping as the feelings and judgments about the negative outcome of Internet shopping.Based on the definition of the construct of consumer＇s perceived risks in Internet shopping,we have analyzed its dimensions and developed measurement items.We have collected data and analyzed them in order to improve the reliability and validity of measurement instrument.Four various models are constructed to compare the fit of goodness and theoretical parsimony.We have suggested that online shopping consumer＇s perceived risks consist of five dimensions：（1） perceived store-opportunism risk,（2） perceived product-performance risk,（3） perceived financial risk,（4） perceived delivery risk,and （5） perceived privacy risk.Perceived store-opportunism risks are a consumer＇s worries or concerns that online stores seek only their benefits,but are not capable of delivering the expected products and services.Perceived product-performance risks are a consumer＇s concerns that qualities and features of purchased products from online store do not matched expected performance.Perceived financial risks are a consumer＇s worries about monetary loss or extra expenditures from Internet shopping.These are also known as economic risks.Perceived delivery risks involve the worry and/or concern about possible damage,loss of purchased products,and late delivery.Perceived privacy risks are a consumer＇s worry about stolen and/or misuse of private information during the process of online shopping.Based on those five dimensions 15 items were used as the indicators of measuring models.To determine a quality measuring model from the perspectives of goodness fit and theoretical parsimony,we have constructed four various conceptual models used to analyze,compare,and assess the results of the empirical data.We finally found one measuring model with the best fit of a model with the best theoretical parsimony.The results of this study provided conceptual basis and measuring scales for research on consumer＇s perceived risks in online shopping.They provide powerful support for the research of consumer behaviors related to perceived risk.The study makes theoretical contribution to the field of consumer＇ perceived risks in online shopping and managerial implications for electronic commerce.