文档介绍：重庆大学
硕士学位论文
B2C电子商务中消费者感知风险影响因素的实证研究
姓名:鄢智敏
申请学位级别:硕士
专业:企业管理
指导教师:邵兵家
20060401
重庆大学硕士学位论文中文摘要
摘要
感知风险是制约消费者在线购物的主要原因,降低感知风险是促进消费者网
上购物的有效途径。本文对 B2C 电子商务中消费者感知风险的影响因素进行了研
究,运用理论推导的方式从社会环境、零售商、消费者、产品以及技术等五个角
度探索 B2C 电子商务中消费者感知风险的影响因素, 并以书籍和服装作为搜索型
和体验型商品的代表,通过网上模拟实验调查的方式,对五方面影响因素的作用
以及主要风险降低策略的有效性进行了问卷调查。并利用 对调查所得数
据进行了分析,获得了实证研究结论,最后根据研究结论从加强口碑效应、告知
相关法律保障等七方面对电子商务从业者提出了降低消费者感知风险的建议。
实证结果表明:朋友推荐、法律保障、价格、产品种类等因素对消费者在线
购买的感知风险均有显著影响,而零售商声誉和规模、产品信息的影响作用不明
显;在绩效风险、心理风险和物理风险方面,网上消费者对体验型商品的感知程
度要显著大于对搜索型商品的感知程度,在社会风险、经济风险和隐私风险方面
没有显著差异;支付安全性、网站声誉、在线展示、退款保证、更换商品是消费
者认为最有效的五种降低在线购买感知风险的策略。
关键词:B2C 电子商务,感知风险,在线购买,风险降低策略
I
重庆大学硕士学位论文英文摘要
ABSTRACT
Perceived risk has been considered as the main factor that inhibits consumers
online purchase,and reducing perceived risk is an effective way to boost consumers
online purchasing behavior. This paper focuses on influences of consumer perceived
risk from environment, vendor, consumer, product and technology. An
online qualitative study was conducted to identify the influences of perceived risk in
electronic buying situations, and cross-validate utility of risk-relievers between books
and clothes. Finally, this paper gives some suggestions on how to decrease consumers’
perceived risk, such as word of mouth and relative law guarantee, etc.
The results show that, friends’ mendation, law protection, and product
category have significant influences on perceived risk, while vendor’s
reputation and size, product information not. Performance risk, psychological risk and
physical risk were found to be significantly different across purchase categories, while
the other risks not. Payment security, website reputation, viewing the good on the screen,
money-back guarantee, exchanging good were thought to be the most effective
strategies to reduce perceived risk in online purchasing.
Keywords: B2C merce, Perceived Risk, Shopping,
Risk-Reducti