文档介绍：分类号 F713 密级
U D C 论文编号
硕士学位论文
论文题目:消费者网上购物的感知风险研究
研究生:
导师:
专业: 企业管理
研究方向: 市场营销
2008年5月
摘要
目前我远远落后于欧美等发达国家,且其发展速度相对缓慢,国内网民感觉网上购物的风险较高,在体验这一全新购物方式时顾虑重重。而消费者对网上购物的顾虑和风险感知正是其在线购买的主要障碍。因此深入了解消费者网上购物的感知风险成为促进网民在线购买、发展我国网上购物的关键。
本文选取高科技数码产品作为实证产品,运用SPSS统计分析软件对通过问卷调查和访谈获取的数据进行处理,探讨了消费者网上购物的感知风险、消费者减少感知风险的策略行为以及潜在网络消费者与现实网络消费者的差异。研究得出:消费者网上购物的感知风险包括产品风险、安全交易风险、消费者网购伴随风险、零售商相关服务风险四个方面内容;并且消费者感知到风险时会采取四种行为来减少和规避风险,分别是减小交易时空隔离、信息搜寻与比较、购买知名价高产品、寻求商家保证;本文将网络消费者分为潜在消费者和现实消费者,发现在感知风险上潜在网络消费者和现实网络消费者有明显差异,而在减少感知风险的策略行为上差异不显著。
此外,在统计分析的基础上,从感知风险角度为网络企业提供降低消费者感知风险、吸引潜在顾客和维系现实顾客的建议。
本文的创新之处在于:
第一,得出感知风险的四个维度与减少风险的四种策略行为,这能使企业更好地了解消费者,从而采取有效策略增强消费者网上购物的信心,提高企业网络营销的效率。
第二,根据感知风险的影响因素在消费行为结果上的映射,将网络消费者分为潜在网络消费者和现实网络消费者。尤为重要的是,从这一视角出发,系统地分析了潜在与现实消费者网上购物的感知风险与策略行为的差异,并由此提出了相关对策建议;这不仅为我国企业降低消费者网上购物感知风险提供了新思路,而且为市场营销学的理论研究拓展了一定的内容与范畴。
关键词:网上购物;感知风险;策略行为
ABSTRACT
The level of shopping online in China is significantly lower than the American and Europe, and the developing speed is slower than them. The higher risk has been sensed izen in China, and there are some misgivings when they experience the new style of shopping. The perceived risk of consumer es the main hinder of shopping online. So it is critical to understand the behaviors of consumer under the condition work and promote consumer to shopping online that understand the perceived risk of pletely.
Taking high-tech digital products as empirical object, this paper processes the data which been gotten through the questionnaire investigation and interviews by SPSS, and investigates the perceived risk and risk reducing behavior of consumer’s shopping online. It concludes like this: Firstly, there are four kinds of risks, including the product risk, the security transaction risk, consumer shopping online associated risk, and retailer service correlating risk. Secondly, there are four kinds of behaviors to reduce the risks, includes reducing the time and space calculation of trading, searching for information par