移动增值服务消费者感知风险维度实证研究  

Empirical Research on the Dimensions of Consumers' Perceived Risk in Mobile Value-added Services

作　　者：杨永清[1,2] 张金隆[1] 聂磊[1] 种晓丽[1] 

机构地区：[1]华中科技大学管理学院,湖北武汉430074 [2]山东工商学院管理学院,山东烟台264005

出　　处：《工业工程与管理》2011年第1期91-96,共6页Industrial Engineering and Management

基　　金：国家自然科学基金重点项目(70731001);国家自然科学基金资助项目(70971124);教育部人文社会科学青年基金项目(10YJC630327);山东省社会科学规划研究项目(09CTQZ03)

摘　　要：对移动增值服务消费者感知风险的维度结构进行了实证研究。首先,在回顾文献和用户深度访谈的基础上,得出移动服务中消费者感知风险的基本构成要素;然后,通过试调查和初步统计分析得到正式调查的测量量表,通过问卷调查收集数据;最后,经过探索性因子分析和验证性因子分析证实了移动服务中消费者感知风险的维度,即感知隐私风险、感知经济风险、感知功能风险、感知时间风险和感知心理风险。五个风险维度的累积方差解释率为73.79%,信度检验表明五个维度的Cronbach’sα系数均大于0.7,另外验证性因子分析表明量表具有理想效度。The dimension structure of consumers＇ perceived risk（CPR） in mobile value-added services（MVASs） was empirically researched.Based on a thorough review of prior researches and interviews with customers,the basic CPR elements in MVAS were explored.Then,formal measures were developed after a pilot survey and preliminary statistics,and the data were collected through a formal survey.Finally,exploratory factor analysis and confirmatory factor analysis were performed.The outcomes validated the proposed dimensions of CPR in MVAS,i.e.,perceived privacy risk,perceived financial risk,perceived performance risk,perceived time risk,and perceived psychology risk.The data analyses indicate that more than 73.79% cumulative variance is extracted,all the Cronbach＇s α of the five constructs are greater than 0.7,and the construct validities are acceptable.

关 键 词：感知风险 移动增值服务 风险维度 

分 类 号：F724[经济管理—产业经济]