网络消费中的感知风险研究-毕业论文精选.doc

网络消费中的感知风险研究 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，越来越多的人使用网络购物，然而，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的存在。因此，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。本文首先分析了我国网上购物的现状及网上购物的特点，并提出指出网上购物感知风险的存在与国外在这方面的研究；然后将感知风险进行细分成较单一风险，并对其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。 关键词 感知风险；网络消费；消费者行为　 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.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 KEY WORDS perceived risk;Internetshopping;Consumer behavior 目 录 1前 言 5 1.1研究背景与意义 5 1.2 国外与国内研究现状 5 2网络消费中的感知风险概述 6 2.1感知风险基础概念与理论 6 2.1.1感知、风险的基本概念 6 2.1.2感知风险的基本概念 7 2.2感知风险理论在网络消费中的应用 7 2.2.1网络消费中感知风险的概念 7 2.2.2网络消费中感知风险类型及表现要素 8 3网络消费中感知风险的影响因素分析 8 3.1消费者因素 8 3.1.1人口统计特征 8 3.1.2个性特征 9 3.1.3资源拥有量 9 3.2产品因素 10 3.2.1耐用品和非耐用品 10 3.2.2有形产品和无形产品 10 3.2.3产品其他属性 11 3.3网上商家信用因素 11 3.3.1感知风险、网上商家信用与在线购买态度三者关系 11 3.4电子交易系统因素 12 4 网上购物感知风险的应对策略分析 13 4.1买家策略 13 4.1.1了解产品信息 13 4.1.2选择正规的网上商店 14 4.1.3选择安全的付款方式 15 4.1.4保留交易凭证 15 4.1.5防止个人信息泄露 15 4.2卖家策略 16 4.