顾客感知风险的形成机理与降消策略  

Formation Mechanism of Consumer Perceived Risk and Risk Reducing or Eliminating Strategies

作　　者：刘建新[1] 陈雪阳[2] 

机构地区：[1]西南大学经济管理学院,重庆400715 [2]长江师范学院管理科学系,重庆400083

出　　处：《北京工商大学学报（社会科学版）》2008年第5期50-55,共6页JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES

基　　金：国家自然科学基金项目"顾客满足的决定因素;评价方法与管理方式研究"(70172039)

摘　　要：感知风险是影响顾客消费决策、购物行为和满意评价的重要因素,其形成过程既存在内隐的心理决策机制也存在外显的行为反应过程,同时还存在复杂的关系结构机理。对它们的研究不仅有助于完善顾客感知风险理论体系,而且有助于指导顾客和企业降消顾客感知风险,增强顾客理性消费和提高企业营销水平。Consumer perceived risk is an important element to influence consumer consumption decision, purchasing behavior and satisfactory appraisal. Its formation process has both the internally hidden mental decision-making mechanism and the externally obvious behavioral response process. At the same time, it also has the complex connection structure mechanism. Such study on them not only helps to improve the theoretical system of consumer perceived risk, but also helps to guide consumers and enterprises to reduce or eliminate the consumer perceived risk, enhance the customer＇s rational consumption and improve the enterprise＇s marketing level.

关 键 词：顾客感知风险 形成机理 降消策略 

分 类 号：F063.2[经济管理—政治经济学]