社会与工程心理学研究室知识库

    本研究用质的研究与量的研究相结合的研究方法，从消费者的角度对B2C电子商务的风险来源和认知风险进行了探索。文章首先简要介绍了研究背景和关于消费者风险认知的文献综述，并分析了拟采用的研究方法。然后用访谈和编码的方法确定了B2C电子商务的风险来源。接着通过基于互联网的电子调查用探索性因素分析考察了风险来源的要素结构，并用结构方程模型加以验证。最后考察了风险来源的各个要素对消费者总体认知风险的影响。结果表明:
    1.  B2C电子商务中消费者认知到的风险来源有很多，其中实在感觉、必要信息、宣传偏差等是与信息搜索环节有关的风险来源;密码账号、程序繁琐、付款体系、网站欺诈等是与网上交易环节有关的风险来源;送货时间、送货损坏、送货差错、送货人员等是与送货环节有关的风险;拒绝顾虑、消费单据，预期一致、售后服务等到货后的风险来源。网络故障、网络虚拟及产品质量是存在于这些购物环节之外的风险来源。
    2.  B2C电子商务的风险来源有八个要素构成，分别是:网上交易界面的风险、真实保障的风险、产品相关的风险、时间方面的风险、信息搜索的风险、自主性的风险、退换的风险、以及买卖方交互作用的风险。
    3.对消费者总体认知风险有显著影响的风险来源要素有真实保障的风险、买卖方交互作用的风险、网上交易界面的风险、信息搜索的风险、自主性的风险、产品相关的风险。这些核心风险大部分来源于B2C电子商务的虚实界面。

  Using a combined methodology of qualitative research and quantitative research this article explores the risk Commerce from consumers' sources in B2C (Business to Consumer) Electronic perspective. It begins with a brief introduction of research background and literature review of risk reception. Then interviews are conducted to identify the risk sources in B2C E-Commerce. Next, through electronic survey based on the Internet with 305 subjects, the factor structure of risk sources is proposed as the result of factor analysis and then tested by structural equation model.Finally, the impact of risk factors on consumers' perceived overall risk is investigated. At the end of this article, implications of this research for marketers and consumer psychologists are discussed and suggestions for future research are provided.
  Findings suggest that:
  1 .Consumer perceived many risk resources in B2C E-Commerce. Among them, lack of real feeling, necessary information, advertisement bias lie in the stage of information searching; personal  information, procedure redundancy, payment system and website fraud lie in the stage of online transaction; delivery time, damage, mistake and personnel lies in the stage of logistics;   refusal concern, consumption document, expectation consistency and post-sale service lies in the stage of after-buying.
  2. Risk resources in B2C E-Commerce consist of eight components. They are risk in the  interface of online transaction, risk of real  guarantee, product-related risk, time-related risk, risk of information searching, risk of autonomy, risk of return and change, as well as risk of buyer-seller interaction.
  3. Risk resources which have a prominent impact on consumers' overall perceived risk are risk of real guarantee, risk of buyer-seller interaction, risk of online transaction, risk of information searching, risk of autonomy and product-related risk. Most of the core risks lie in the cyber-reality interface.