消费者视角下网络促销感知风险影响因素研究

Study on Perceived Risk Influence Factors of Promotion Online under Perspective of Consumer

消费者在网络促销购物时出现决策犹豫行为,是由于高水平感知风险的存在。消费者个人因素对网络促销感知风险水平的影响是最基本的,也是最难以控制的。在已有研究的基础上,经过问卷调查统计与相关性分析,得出消费者因素与网络促销消费者感知风险七个维度的关系如下:年龄与商店不可靠、产品效果和支付风险成负相关关系;学历与时间、支付、个人信息被滥用和财务风险呈负相关关系;网络熟悉度与支付、个人信息被滥用和财务风险呈负相关关系;风险态度与网络促销消费者感知风险各个维度均呈正相关关系;网络促销购物经历与商店不可靠和产品效果风险呈负相关关系。在此结论基础上,对网络促销活动提出一定的可行性建议,以促进其更好的发展。

Because of the high level of perceived risk, consumers would have hesitant decision - making behaviors when pur- chasing in promotion online. The infhlence of consumers＇ personal factors on promotion online level of perceived risk is the most basic, and the most difficult to control. On the basis of existing research, and through the questionnaire survey statistics and correlation analysis,the relationship of consumer factors and perceived risk＇s seven dimensions of promotion online is as follows：Age negatively affects shop unreliable, product performance and delivery risk;Educational background negatively af- fects time, delivery, abused personal information and financial risk;Network familiarity negatively affects delivery, abused personal information and financial risk;Risk attitude positively affects every perceived risk dimension of promotion online consumer;Online promotion purchasing experience negatively affects shop unreliable and product performance risk. On the basis of this conclusion, some feasible suggestions for network promotion activities are put forwarded to promote its better im- provement.