消费者网络购物感知风险概念及测量模型研究

被引：43

作者：

叶乃沂

周蝶

机构：

[1] 西南交通大学经济管理学院

来源：

管理工程学报 | 2014年 / 28卷 / 04期

关键词：

消费者感知风险; 网络购物; 测量模型;

D O I：

10.13587/j.cnki.jieem.2014.04.040

中图分类号：

F724.6 [电子贸易、网上贸易];

学科分类号：

1201 ;

摘要：

感知风险在消费者行为研究中是一个重要的变量,它对消费者信息处理及购物决策产生重要影响。随着网络购物的兴起,消费者的信息搜寻和购买决策过程都发生了重大的改变。本文对消费者网络购物感知风险进行了界定,提出感知风险可以由五个具体的网络购物感知风险维度构成,并在此基础上开发了15个项目作为测量指标。论文还对消费者网络购物感知风险不同结构的模型进行了探索比较,根据拟合程度和简约特点界定了消费者网络购物感知风险的概念和测量模型。

引用

页码：88 / 94

页数：7

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