B2C电子商务中消费者的风险来源与风险认知.pdfVIP

第 2 卷第 1 期 管 　理 　学 　报 Vol. 2 No. 1 　　　 　　　　　　　　　　　 　　　　　　　　　　 2005 年 1 月 Chinese Journal of Management Jan. 2005 B2C 电子商务中消费者的风险来源与风险认知 孙　祥　张硕阳　尤丹蓉　陈毅文　王二平 ( ) 　　摘要 :该研究的目的是探讨B2C business to consumer 电子商务中消费者风险来源的要素体 系和风险认知的维度 ,并进一步讨论风险来源对总体风险认知的影响。研究通过访谈法对 48 名 被试进行了访谈 ,并采用问卷法调查了 635 名被试。该研究先用探索性因素分析得出风险来源 的8 个要素 ,并用结构方程模型加以验证 ,然后通过验证性因素分析验证了认知风险的 7 个维 度 ,最后用回归分析考察了对消费者的总体认知风险影响较大的风险来源。结果表明 ,这些核心 风险大部分来源于 B2C 电子商务的虚实界面。 关键词 : 电子商务;消费者 ;风险来源 ;风险认知 ( ) 中图分类号:B849 ;C93 　文献标识码 :A 　文章编号 :1672 - 884 Ⅹ2005 01 - 0045 - 04 The Source of Consumers Risk and Their Perception in B2C ECommerce Sun Xiang 　Zhang Shuoyang 　You Danrong 　Chen Yiwen 　Wang Erping Institute of Psychology , Chinese Academy of Sciences , Beijin g , China Abstract : The main aim of this research was to explore the factor structure of risk sources and the dimen sions of perceived risk by consumers inB2C ECommerce , and investigated the impact of the risk factors on the perceived overall risk. 48 subjects were interviewed and 635 subjects surve yed by the questionnaire. In this study , eight factors of the risk resources were explored by exploratory factor analysis and then tested by struc ture equation model. The seven dimensions of the perceived risk were ascertained by confirmatory factor anal ysis. The more important risk factors of the perceived overall risks were confirmed by regression. The find ings suggest that the core risks are mostly brought from the cyberreality interface in B2C ECommerce. Key words : ECommerce ;consumer