文档介绍：华中科技大学
硕士学位论文
B2C环境下消费者感知风险管理研究
姓名:申红艳
申请学位级别:硕士
专业:工商管理
指导教师:刘志学
20061029
华中科技大学硕士学位论文
摘要
在中国,互联网已经发展成为影响最广、增长最快、市场潜力最大的产业之一,
亿巨大的网民规模为网上购物提供了广阔的发展空间,但根据中国互联网络
NIC)2006 年 7 月最新公布的调查结果,我国的网上购物人群仅占足网
民总数的 26%。其中网络购物感知风险是影响消费者网上购物的一个重要制约因
素。因此揭示消费者网上购物感知风险的实际构成,探索互联网企业控制和防范消
费者感知风险极具现实意义。
本文运用各种定性分析和数学模型分析的方法,针对目前我国电子商务企业的
发展现状,对网络环境中消费者的感知风险进行系统的理论探讨。论文首先对传统
感知风险相关研究进行了回顾与总结,阐述了影响消费者感知风险的因素以及感知
风险对消费者购买决策各阶段的影响,并基于企业和消费者的立场讨论了降低感知
风险的可行策略。随后,论文对 B2C 环境下消费者感知风险进行了动态分析。最后,
论文提出了 B2C 环境下消费者感知风险的防范与控制措施,包括构筑安全性网络环
境,打造高品质网络商家,减少网络购物环境下存在的实际风险,同时要培育网络
环境下成熟的消费者,正确的认识网络购物,从而降低消费者的感知风险,产生网
络购买意向。

关键词:网上购物 B2C 消费者感知风险
I
华中科技大学硕士学位论文
Abstract
In China,the has developed into the most influential and fastest-growing
industries in the world's largest potential enormous scale of 123 million
Chinese users have provided shopping online with a broad space for
according to the latest report released by China work
Information Center (CNNIC) in July 2006,our country on-line shopping crowd,20
million online shoppers crowd , are only 26% of the total users
’s risk perception is an important restriction factor for online
,to reveal the consumer’s perceived risk’s actual constitution of
online shopping and to explore the enterprises to control and prevent the
consumer’s perceived risk have the great practical significance.
Mainly using various qualitative analysis and mathematical model analysis method,
in view of the current development of China's merce enterprises,the thesis has
discussed the consumer’s perceived risk on work environment
,the thesis has reviewed and summarized the traditional perceived
risk associated transcript has prehensive the impact on
consumer’s perceived risk and the risk factors for the various stages of the consumer
buying decision,and has introduced that enterprise and consumer shou