|其他题名||The perceived risk in online shopping and consumer-related factors You danrong
With the development of E-Commerce, it is an urgent issue for consumer researcher to know consumers' feeling about online shopping and to find the barriers of their online shopping. A lot of studies have indicated that consumer perceived risk has stopped consumer from online shopping. So it's crucial to fully understand consumers' perceived risk in online shopping for understanding consumer online behavior and encourage them to adopt online purchasing.
This study explore consumers' perceived risk in online situation through combined qualitative and quantitative research method such as literature analysis, in-depth interview, focus group and questionnaire survey by e-mail.
It consists of three parts. Study 1 examines the dimensions of consumers' perceived risk in online-shopping. Results suggest that consumer perceived overall risk can be composed of 7 dimensions, including financial risk, performance risk, privacy risk, psychological risk, time risk, social risk and physical risk.
Study 2 explores the impact of consumer-related variable on overall risk in online shopping context. Findings suggests that: Internet knowledge, Internet innovation, experience orientation, economic orientation and anxiety has a prominent influence on perceived overall risk. Consumer-related factors account for 17% of the variance of overall risk.
Study 3 investigates the impact of risk dimensions on the relationship of consumer-related variables and overall risk as well as the impact of consumer-related variables on different risk dimensions. Results show that consumer-related variables influence overall risk through 7 risk dimensions and that different variable has a different impact on risk dimensions.
尤丹蓉. 网上购物中的认知风险与消费者相关影响因素[D]. 北京. 中国科学院研究生院,2003.