消费者视角网上购物感知风险影响因素.pdfVIP

Industrial Engineering and Management No.3,2006 2006 3 : 100725429(2006) 0320091205 井 淼, 吕 巍, 周 颖 (上海交通大学安泰经济与管理学院, 上海200052) : 利用网上调查数据, 通过独立样本T 检验和Pearson 相关 析,证实消费者网上购物时 的感知风险与网上购物交易主体自身的特征有关性别对于经济功能隐私身体服务心理风 险有显著影响, 并且女性对于这些风险的感知显著高于男性网络使用经历对社会和身体风险有 显著影响, 并呈负相关; 网上购物经历对经济功能隐私风险有显著影响, 并呈负相关;卷入程度对 经济功能心理风险有显著影响, 并呈正相关网上消费者类型对于经济功能社会时间和服务 风险有显著影响, 并且网上浏览者对于这些风险的感知显著高于网上购物者 : 互联网; 网上购物; 感知风险; 影响因素 : F713.36 : A Research on Influencing Factors of Perceived Risk in Online Purchasing from the Consumers. Angle of View JING Miao, V Wei, ZHOU Ying (Antai College of Economics and Management, Shanghai Jiao Tong University, Shanghai 200052, China) Abstr act: Through Independent2Samples T Test and Pearson correlation analysis, applying data gained from online research, empirical study finds that perceived risk is related to traits of online transaction subject. Sex significantly affects financial, performance, privacy, physical, service, psychological risks, and female perceives more those risks than male. Web Experience negatively affects social and physical risks. Online purchasing Experiencenegatively affects finan2 cial, performance, privacy risks. Involvement positively affects financial, performance, psycho2 logical risks. Types of online consumers significantly affects financial, performance, social, time, service risks, and Internet Browsers perceives more those risks than Internet Shoppers. Key words: internet; online purchasing; perceived risk; influencing factors Mitchell , , [ 1] ,