信任和感知风险对消费者网络购买意愿的实证研究  

Trust and Perceived Risk to Online Purchase Intention:An Empirical Study

作　　者：赵冬梅[1] 纪淑娴[2] 

机构地区：[1]西南交通大学经济管理学院,四川成都610031 [2]浙江林学院信息工程学院,浙江临安311300

出　　处：《数理统计与管理》2010年第2期305-314,共10页Journal of Applied Statistics and Management

基　　金：国家自然科学基金(70572068)

摘　　要：网络购物作为一种新的营销渠道,为消费者提供丰富的商品信息和个性化服务,允许消费者随时随地进行购物。但相对我国数量巨大的网民而言,网络购物的使用率还很低。感知风险和信任缺失被认为是阻碍网络购物发展的主要因素。基于感知价值模型,构建了消费者网络购买意愿影响因素的概念模型。并采用线上问卷的方法获得中国网络消费者的调研数据,使用结构方程模型分析了信任、感知风险和感知收益等变量对网络购买态度和意愿的影响,验证了提出的基本假说。同时对比分析有无购物经验的消费者在感知风险、网络购买意愿等方面的差别,研究结果表明,有购物经验的消费者在进行网络购物时比较看重感知收益,而对于潜在的消费者来说,感知风险是影响其购买态度和意愿的重要因素。As a new marketing channel, the online purchasing supplies consumers with rich information about commodities and characteristic services, which can allow them to buy at anytime they like. However, compared to the large net users, the percentage of online purchasing is still rather low. Perceived risk and the lack of trust are the two major factors that hold online purchasing back. Based on the perceived value model, the paper first brings forward a concept model of online purchase intention factors. Then collect the data of online consumers in China through the online survey, use the structural equation model to analyze the variables that influence online purchase attitude and intention, such as trust, perceived risk and perceived gains, validate the hypothesis. Simultaneity, contrast the difference of perceived risk and purchase intention between experiential consumers and the latent consumers. The results suggest that for the experiential consumers, perceived gains is the main factor that affect the purchase intention, but for the latent consumers, perceived risk is the main factor.

关 键 词：网络购物 C2C电子商务 信任 感知风险 感知收益 

分 类 号：O212[理学—概率论与数理统计] F275[理学—数学]