| 网络环境下感知风险、信任对消费者购物意愿的影响研究 |
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| 引用本文： | 董雅丽,李晓楠.网络环境下感知风险、信任对消费者购物意愿的影响研究[J].科技管理研究,2010,30(21). |
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| 作者姓名： | 董雅丽 李晓楠 |
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| 作者单位： | 兰州大学管理学院,甘肃兰州,730000 |
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| 基金项目： | 国家社科基金项目“新消费文化观念构建研究”(08BZX011) |
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| 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。
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| 关 键 词： | 信任模型 感知风险 消费者意愿 |
Study on the Consumers' Willingness of Perceived Risk and Trust during Online Shopping |
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| DONG Yali,LI Xiaonan.Study on the Consumers'' Willingness of Perceived Risk and Trust during Online Shopping[J].Science and Technology Management Research,2010,30(21). |
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| Authors: | DONG Yali LI Xiaonan |
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| Institution: | DONG Yali,LI Xiaonan(School of Management,Lanzhou University,Lanzhou 730000,Gansu) |
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| Abstract: | 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 ana... |
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| Keywords: | trust model perceived risk consumers'willingness |
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