消费者网上购物感知风险构面研究-管理学报.pdf

第 2 卷第 1 期 管 　理 　学 　报 Vol . 2 No . 1 　　　 　　　　　　　　　　　 　　　　　　　　　　 2005 年 1 月 Chinese Journal of Management J an . 2005 消费者网上购物感知风险构面研究 董大海 　李广辉 　杨 　毅 　　摘要 :网络购物风险是影响消费者网上购买的一个重要制约因素 ,揭示网上购物风险构面对 互联网企业制定消除消费者感知风险的策略具有重要的现实意义 。首先对感知风险构面已有研 究进行回顾与总结 ,然后利用焦点小组与深度访谈技术对消费者网上购物感知风险进行了定性 探查 ,从而形成网络环境下消费者感知风险构成的初始要素 ,最后通过网络调研搜集数据 ,并使 用因子分析等统计技术得出了消费者网上购物感知风险的4 个构面 :网络零售商核心服务风险、 网络购物伴随风险、个人隐私风险和假货风险 。 关键词 :互联网;感知风险;感知风险构面 ( ) 中图分类号 :F7 13 . 36 　文献标识码 :A 　文章编号 :1672 - 884 Ⅹ2005 0 1 - 0055 - 06 Research of the Perceived Risk Facets by Consumers in Internet Shopping Dong Dahai 　Li Guanghui 　Yang Yi Dalian U niver sity of Technology , Liaoning DaLian , China Abstract : Risk is an import ant rest rictive factor for consumer ’s internet shopping . The literat ure of per ceived risk reviewed and summarized . The qualit ative st udy of t he perceived risk of consumer s on internet shopping was made t hrough focus group , dept h interview , and initial t he items of consumer ’s perceived risk in internet environment was ext racted . The dat a were collected t hrough internet survey , and use factor analy sis , etc . to get four facet s of t he perceived risk on internet shopping : core service risk of internet ret ailer s , risk going wit h internet shopping , risk of per sonal p rivacy and risk of fake goods. Key words : internet ;perceived risk ;perceived risk 　　自从 1997 年 7 月美国政府正式发布“全球 示 ,有 76 % 的消费者认为网上购物风险较大是 [3 ] [