大学生成就动机、人格特质与网络消费风险认知的相关研究

Research on College Students'Achievement Motivation,Personality Traits,and Network Consumption Risk Cognition

该文旨在探讨大学生成就动机、人格特质与网络消费风险认知的关系,该研究采用“成就动机量表”“16PF量表”“网络消费风险问卷”形式,对珠三角地区高等院校的348名在校大学生进行施测。得出以下结论:(1)在网络风险认知差异中存在性别差异,其中女性消费者在感知风险的程度上显著高于男性,不同户籍、接触网络购物时间、退换货经验对风险认知均有影响。(2)获得成功和避免失败两种成就动机与财务风险、心理与社会风险均显著相关。(3)大学生消费者人格的创新性倾向与身体与时间风险呈显著负相关,其余各维度均无显著相关。

To explore the relationship between college students'achievement motivation,personality traits,and network consumption risk cognition,this study uses the Achievement Motivation Scale,16PF Scale,and network consumption risk questionnaire to test 348 college students in the Pearl River Delta region.The following conclusions are drawn.First,There is a gender difference in the perception of online risk differences.Among them,female consumers are significantly more likely to perceive risks than men.Different household registrations,online shopping time,and experience of returning and changing products all have an impact on risk perception.Second,the two achievement motivations of success and avoidance of failure are significantly related to financial risk,psychological and social risk.Third,the innovative tendency of college students'personality is significantly negatively related to physical and time risk,and the remaining dimensions are not significantly correlated.