威客模式下发包方感知风险构面研究

Dimensions of Perceived Risk of Client in the Context of Witkey

随着威客模式应用的不断成熟与用户数的不断扩大,威客交易过程中交易率低的问题也逐渐暴露出来。为分析威客模式下发包方的感知风险对交易完成的影响,以及发包方感知风险的前置因素,在已有文献的基础上结合威客模式的特殊性,构建了发包方感知风险模型。提出了在威客模式下,发包方的感知风险由感知经济、感知时间、感知服务和感知心理四个维度构成,并影响着威客网站上的交易完成。此外提出假设,网站的真实性、便捷性、安全性等影响着发包方的感知风险。通过运用针对威客和发包方的调查问卷数据,对研究假设作了检验,结果表明所提研究假设在整体上成立。

With the continuous matured Witkey applications and the expanding number of users,the problem that Witkey has a low transaction rate is gradually exposed. To characterize how perceived risk of client serves the E-commerce transactions and the antecedents of the perceived risk,considering the specificity of Witkey,this paper constructs the perceived risk of client model based on existing literature. In this paper,four concepts of perceived risk,such as perceived financial risk,perceived time risk,perceived services risk,perceived psychosocial risk,are given,and they influence the transaction online. Then factors of website,such as authenticity,convenience,safety,which can decrease the perceived risk of client,are assumed. The paper tests the hypothesis with the questionnaires on the interaction of Witkey and client. The result shows that the hypothesis is right overall,and the outcome is useful for practicing.