消费心理学中的风险认知

RISK PERCEPTION IN CONSUMER PSYCHOLOGY

文章回顾了消费心理学研究中有关风险认知的文献,对于双因素模型、多维度模型、复杂模型和整合模型等风险认知的概念模型进行了综合介绍,并分析了影响消费者风险认知的因素、产品风险与服务风险的差异以及降低风险认知的策略。文章最后展望了消费者风险认知的研究趋势,尤其是电子商务中的风险认知问题。.

Based on reviews of the literature on risk perception in consumer psychology, this article summarized the conceptual models of consumers?risk perception such as two-factor model, multi-dimension model, complex model and integrated model. Then it presented factors which impact consumers perceived risk, differences between perceived risk of products and services, and risk reduction strategies. Finally it discussed the tendency of consumers perceived risk research, especially the study approach of risk perception in Electronic Commerce.