网上购物环境中消费者相关因素对认知风险的影响  

The Effects of Consumer-related Factors on the Perceived Risk in Online Shopping

作　　者：孙祥[1] 尤丹蓉[1] 陈毅文[1] 王二平[1] 

机构地区：[1]中国科学院心理研究所

出　　处：《人类工效学》2005年第4期11-13,16,共4页Chinese Journal of Ergonomics

基　　金：国家自然科学基金资助项目(70271052)

摘　　要：为探讨网上购物环境中消费者相关因素对认知风险的影响,通过问卷法调查了298名被试,探讨了网上购物环境中认知风险的维度构成、对总体认知风险有显著影响的消费者相关因素以及消费者相关因素对每个风险维度的作用。结果表明:网上购物环境中消费者相关因素通过7个风险维度对总体认知风险起作用,这些相关因素对每个风险维度的影响并不相同。The main aim of this research is to examine the effects of consumer-related factors on the perceived risk in online shopping. 298 subjects were surveyed by questionnaire in this research to explore the dimensions of the consumers＇ perceived risk in online-shopping, the impact of consumer-related variable on overall risk and on every risk dimension. Results suggest that： consumer-related variables influence overall risk through 7 risk dimensions and that different variable has a different impact on risk dimensions.

关 键 词：网上购物 认知风险 消费者相关因素 

分 类 号：B849[哲学宗教—应用心理学] C93[哲学宗教—心理学]