摘要
感知风险是影响消费者购买行为和决策过程的重要因素,也是消费者行为研究的重要内容,而消费者对网上购物的感知风险更成为促进消费者网上购物的关键。在信任模型的基础上,首先对感知风险理论进行了总结回顾,梳理了以往感知风险理论研究的维度。在分析网络环境下信任、消费者感知风险、购物意愿三者关系的基础上,提出信任是感知风险的前因变量;感知易用性和信任共同影响感知有用性,进而影响购买态度和意愿;同时信任对购买态度有直接影响。基于此提出了网上消费者购买意愿模型,并对今后的研究方向作了展望。
The perceived risk,which has a major impact on consumer buying behavior and decision-making,is an important content of the study for the consumer behavior.Therefore,a comprehensive understanding of perception of the risks of online shopping becomes the key to promote online shopping.Based on the trust model,the paper firstly summarizes the studies of risk perception theory and the factors influencing perceived risks.Then the relationships among trust,consumer perceived risk and intention to purchase are analyzed.And it finally comes to the conclusion that trust is the antecedent variable of perceived risk and that both trust and perceived ease of use have combined effects on perceived usefulness,and further on consumers＇ attitude and willingness to buy.On the other hand,trust has a direct impact on purchase.Based on this,the paper proposes a risk assessment model.
出处
《科技管理研究》
北大核心
2010年第21期134-137,共4页
Science and Technology Management Research
基金
国家社科基金项目"新消费文化观念构建研究"(08BZX011)
关键词
信任模型
感知风险
消费者意愿
trust model
perceived risk
consumers＇willingness
