摘要
对消费者来说,网络购物比在实体商店购物存在更高的风险,感知风险是影响消费者网络购买行为的主要因素。文章认为,网络购物过程中消费者的感知风险主要包括功能风险、财务风险、心理风险、社会风险、时间风险、安全风险和隐私风险。文章提出,为减少感知风险,对于消费者来讲,在整个购买过程中,应主动搜集信息,注重商店形象,购买名牌商品,寻求商家保证,选择安全的支付方式;而对于网络商来讲,则应从网络技术和安全、网站网页设计、销售产品和提供服务等四个方面进行努力。只有如此,才能提高消费者网络购物的信心,从而达到获取顾客、创造价值的目的。
The author points out that, to the consumers, perceived risk is the main factor that affects greatly consumers＂ purchasing behavior in online shopping. There are more risks for consumers to purchase online than in the traditional environment. Based on the theory of perceived risk, the author mainly analyses the various kinds of perceived risks and the sources of consumers＂ perceived risks in e-shopping situation, and puts forward some effective ways to reduce consumers＂ perceived risk from the two perspectives of consumers and e-retailers. In the whole purchasing process, consumers should adopt such measurements as initially search for the information, pay attention to the shop＇s image and choose the most secure way of payment, the e-merchant should work hard in terms of net technology and security, web site and page design, products and service. Only if we have done this, consumer＇s confidence in online shopping will be improved, and we can achieve the purpose of attracting more consumers and creating the value.
出处
《中国流通经济》
CSSCI
北大核心
2007年第2期52-54,共3页
China Business and Market
关键词
感知风险
网络购物
减少风险
perceived risk
online shopping
risk reduction
