网上购物风险来源、类型及其影响因素研究

从风险来源的角度深入地研究了网上购物感知风险类型与其相对强度,对于企业从风险来源上降低和管理网上风险具有重要的指导意义.文章发现消费者在网上购物时,风险主要来源于产品本身、远距离交易、互联网这种交易模式和网站这四个方面.研究结果揭示了,当消费者在网上购物的时候,所感受到最强烈的三个风险分别是,来自于产品本身的产品绩效风险、来自于远距离交易的服务风险和来自于网站的来源风险.最后,研究还发现,消费者网上购物感知风险的强弱与消费者的年龄、网络购物频率之间存在较强的相关性,年龄越大,感知风险越强;网上购物频率越高,感知风险越低.

Study of types, resources and their influential factors of perceived risks in purchase online

It is very important for us to further study the types and their relative intensity of the perceived risks for purchase online from their resources,which can help the company's purchase online to reduce and manage the risks from the headstream efficiently.In this paper the authors find that the resources of risks in purchase online mainly come from the products,the distant trade,the mode of trade for purchase online and website.Results indicate that the product performance risk from product itself,service risk from distant trade and resources risk from website are the three strongest risks when consumers purchase online.This paper also finds that consumers' perceived risks are positively related to their age and purchasing frequency.The older the consumer is,the more perceived risks he meets will be;the higher the purchasing frequency is,the less perceived risks he meets will be.