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无形产品类别对网上购物认知风险的影响
引用本文:武帅,陈毅文,孙祥.无形产品类别对网上购物认知风险的影响[J].人类工效学,2010,16(3):5-9.
作者姓名:武帅  陈毅文  孙祥
作者单位:中国科学院心理研究所社会与经济行为研究中心;中国科学院研究生院;
基金项目:中国科学院知识创新工程重要方向项目
摘    要:为了探究网上购物中无形产品对消费者认知风险的影响,进一步完善网上购物的风险认知理论,本研究采用实验室实验与问卷调查相结合的手段,对60名大学生施测。结果表明:首先对于不同类别的无形商品,消费者的总体认知风险差异显著;其次在网上购买无形商品不仅给消费者带来了财务风险、时间风险、身体风险、绩效风险和心理风险,还有社会风险;最后对于大多数类别的无形商品,身体风险并不是消费者在网上购物时所担心的。结论:消费者在网上购买不同类别的无形产品时所认知到的风险结构是有差异的,在网上购买专业性服务时,消费者认知到的风险是最大的。

关 键 词:网上购物  无形产品  产品类别  认知风险

The Influence of Intangible Product Categories on Perceived Risk in Online Shopping
WU Shuai,CHEN Yi-wen,SUN Xiang.The Influence of Intangible Product Categories on Perceived Risk in Online Shopping[J].Chinese JOurnal of Ergonomics,2010,16(3):5-9.
Authors:WU Shuai  CHEN Yi-wen  SUN Xiang
Affiliation:WU Shuai1,2,CHEN Yi-wen1,SUN Xiang1(1.The Research Center of Social and Economic Behaviors,Institute of Psychology,Chinese Academy of Sciences,Beijing 100101,China,2.Graduate University of the Chinese Academy of Sciences,Beijing,100049,China)
Abstract:In order to explore the influence of intangible product categories on consumers' perceived risk in online shopping,to further accomplish the risk perception theory in online shopping.In this study,60 participants were invited to accomplish a laboratory experiment.The result shows that: first,consumer has significant difference in overall perceived risk among different categories of intangible product;second,buying intangible products online brings financial risk,physical risk,performance risk,psychological ...
Keywords:online shopping  intangible product  product categories  perceived risk  
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