(参考)网上购物感知风险分析与应对策略.docVIP

消费者网上购物感知风险及其应对策略分析 摘 要 随着网上购物发展瓶颈的不断突破，网上购物发展速度迅猛，越来越多的人愿意使用网上购物。在这方面，中国的网上消费者水平还很低。其中很大部分原因是网购风险存在。网络购物风险是影响消费者网上购物的一个重要制约因素。因此，提揭示网上购物风险的构成及应对策略，为消费者最大限度的降低感知风险有非常重大的意义。作者首先将感知风险进行细分成较单一风险，并对形成及表现进行分析。在此基础上，进一步拓展，提出了各种应对策略最后，指出了本研究的局限性和未来可能的发展方向。 ：消费者网上购物感知风险安全The Perceived Risk and Coping Strategies of Consumers Online Shopping Abstract ?With the bottleneck of online shopping continued breaking through ,online shopping has had a rapid development pace. More and more people are willing to use online shopping. But China’s online consumer level is very low, most of reason is online shopping has many risks. Online shopping risk is an important constraint which influences consumers shopping .Therefore ,revealing the composition of online shopping risk and replying strategies has a very great significance for consumers to reduce the perceived risk to the most extent . Firstly, the author analyses the current situation and features of Chinas online shopping and points out the existence of perceived risk and foreign research in this area. Following, the author breaks the perceived risk?down into single risks (such as perceived performance risk, long-distance transactions risk , network security risk),and also analyses the formation and performance. On this basis, the author expands it further and makes a variety of coping strategies(such as understanding of product information, selecting safe terms of payment,etc).Finally, the author points out the limitations in the study and possible future development direction 【Keywords】: Consumer?? Online?shopping? Perceived risk? Security? Strategy 目 录 绪论 ………………………………………………………………………………………………………1 一 我国网上购物概况 ……………………………………………………………………………………2 （一）我国网上购物发展状况…………………………………………………………………………2 （二）网上购物的优劣式势……………………………………………………………………………2 二 网上购物感知风险分析…………………………………………………………………………………3 （一）网上购物感知风险的定义………………………………………………………………………3 （二）网上购物感知风险的构成分析………………………………………………………………3 1．感知绩效风险分析……………………………………………………………………………4 2．远距离交易风险分析 ……