毕业论文：电子商务网络消费感知风险分析.docVIP

PAGE 毕业论文 电子商务网络消费感知风险分析 姓 名 系 别、专 业 经济管理系 信息管理与信息系统 导师姓名、职称 副教授 完 成 时 间 月5月 目 录 PAGE II TOC \o 1-2 \u 摘 要 h I ABSTRACT h II 1 导论 h 1 1.1电子商务的发展现状 h 1 1.2网络消费感知风险定义及研究动态 h 1 2 网上消费感知风险的构成和衡量 h 2 2.1网上消费感知风险的构成 h 2 2.2网上消费感知风险的衡量 h 3 3网上消费感知风险的影响因素 h 3 3.1网站因素 h 4 3.3 消费者因素 h 5 4降低网上消费感知风险的策略 h 5 4.1完善电子商务的信用和安全体系 h 6 4.2 以感知风险7个维度为突破口 h 6 4.3以网络消费零售商作为突破口 h 8 5总结与启示 h 8 参考文献 h 10 致谢 h 11 摘 要 现在的网络购物已近越来越流行，以淘宝拍拍为主流的网络购物平台正逐渐在改变传统的消费理念，而感知风险是消费者行为研究中的重要内容之一，对消费者的购买行为与决策有重要的影响，消费者在作出决策前总会感到风险并作出一系列措施来减少风险。1960年哈佛大学学者鲍尔首次将“感知风险”的概念从心里学引入消费者为研究。而互联网的迅速发展则使感知风险的领域延伸到了网络购物，进过现代学者的总结，我认为经济风险，功能风险，隐私风险，社会风险，时间风险，身体风险，服务风险和心理风险构成了网络购物感知风险的主要组成。而网站因素、产品因素、消费者因素是网络购物感知风险的3个主要影响因素，本文将如何应对网络消费感知风险作出相应的决策及以目前互联网上比较流行的购物网站作出比较详细的讲解。 关键词：电子商务；网上感知风险；消费行为；网络购物 ABSTRACT Now online shopping is almost more popular to the mainstream Taobao pat online shopping platform is gradually changing the traditional concept of consumption, consumer behavior and the perceived risk is an important part of the study, for consumers to buy?behavior and decision-making has important implications, consumers are always risks before making decisions and make a series of measures to reduce risk.?Powell 1960, Harvard scholars for the first time the perceived risk the introduction of the concept of learning from the heart of consumers.?The Internets rapid development makes the perceived risk of the area extends to online shopping, have to be a modern scholars concluded, I think the economic risk, functional risk, privacy risk, social risk, time risk, physical risk, services, risk and psychological risk in the?perceived risk of online shopping, a major component.?The site factors, product factors, consumer factors is the perceived risk of online shopping, three main factors, this article will be how to respond to consumer perceived risk network corresponding to the current decision-making and pop