在线购买服装的消费者感知风险实证研究

Analysis of Chinese consumers′ perceived risk of clothing purchasing online

感知风险是影响消费者网上购买决策的重要因素。作为在线购买最普遍、规模最大的产品之一,服装消费不但具有网络消费的共性,也具有服装消费的独有特征。本文针对网上服装购买,分析影响消费者决策的8种重要消费者感知风险,并对其进行实证分析。采用问卷调查法对各类型用户群进行抽样调查,利用统计分析得到感知风险的重要度排序,依次为功能风险、来源风险、隐私风险、物流风险、技术风险、时间风险、经济风险和心理风险。在以上数据分析的基础上,结合我国消费者的特点提出了降低感知风险的策略。研究结论可为相关服装企业及商家采取措施降低消费者感知风险、促进在线服装购买的实现提供理论依据。

Perceived risk is an important factor to influence consumers on their online purchase decision. As the most com- mon and largest online purchase, the products of clothing not only have the generality of the common characteristics of net- work consumption, but also have special characters of clothing consumption. For online clothing purchase, this paper ana- lyzes eight important consumer perceived risks which could influence consumer decision making and does empirical analy- sis. This paper conducts a sample survey on the various types of user groups by using the method of questionnaire survey and analyzes the importance ranking of the perceived risk by using statistics method. They are function risk, sources risk, priva- cy risk, logistic risk, technology risk, time risk, economic risk and psychological risk in turn. On the analysis of data, combined with the characteristics of consumers in our country, this paper puts forward some strategies to reduce the per- ceived risks. The conclusion can provide a theoretical basis for the clothing enterprises and businesses to take some mea- sures to reduce the perceived risks and achieve the purchase of clothing.