感知风险对在线旅游产品购买意愿的影响分析

The Influence of Perceived Risk on Online Tourism Product Purchase Intention

旅游电子商务发展迅猛,互联网购物平台的虚拟性和远程性强化了消费者感知风险,它也成为影响旅游电子商务发展的重要因素之一。文章聚焦消费者感知风险,运用SPSS 19.0及AMOS 21.0软件,构建以5个维度的感知风险为自变量、购买意愿为因变量、信任为调节变量的结构方程模型,探讨变量间相关关系。结果发现:感知风险对信任的影响差异较大,仅经济风险感知与信任呈显著负相关;感知风险对购买意愿总效应皆呈负相关;信任作为中介变量存在明显的调节作用,有效地降低了感知风险对购买意愿的负向影响。

As tourism e-commerce developed rapidly,consumer perceived risk was greatly increased by the virtual and remote internet shopping platform and became a critical obstacle to the development of tourism e-commerce. So,this paper sets out to find out the specific influence of consumer perceived risk on purchasing intention of online tourism product. A structural equation model was built to explore the relationship between consumer perceived risk and purchasing intention.In this model,five indicators of consumer perceived risk are set as independent variables,one indicator of purchasing intention is set as the dependent variable and an indicator of trust between customer and online platform is set as an adjustment variable. Then,an empirical analysis was executed by SPSS 19.0 and AMOS 21.0. The results show that（ 1） the perceived risk is negatively correlated with the total effect of purchase intention;（ 2） the trust as intermediary variables has obvious adjustment function It can effectively reduce the perceived risk of negative impact purchase intention;（ 3）the influence of five indicators of perceived risk on the trust indicator are quite different. Only the economic risk perception and trust are negatively correlated.