感知风险构面、产品价差与顾客网上购买意愿  

Facets of Perceived Risks,Price Difference and Consumer Willingness of Online Order

作　　者：卓素燕[1,2] 

机构地区：[1]河南大学工商管理学院,河南开封475004 [2]东华大学旭日管理学院,上海200051

出　　处：《经济经纬》2012年第3期131-135,共5页Economic Survey

基　　金：河南省教育厅人文社会科学青年基金项目(2010-QN-024);教育部人文社会科学青年基金项目(10YJC630162)

摘　　要：顾客感知风险各构面对于网络购买意愿的影响程度不同,其中感知财务风险、产品风险和服务风险对顾客购买意愿影响较为显著。笔者把通过互联网络和实体店购买同一产品的价差作为调节变量,分析了在不同的产品价差水平下顾客的感知风险各构面对购买意愿影响程度的变化,通过方差分析得出了较高的产品价差会弱化顾客感知财务风险、心理风险与购买意愿的关系,会强化顾客感知产品风险、服务风险与顾客购买意愿的关系。It is found that facets of perceived risks have different effects on consumer＇s willingness of online order among which,perceived financial risk,perceived product risk and service risk are outstanding.This paper analyses the impact change of various perceived risks on the willingness of online order by taking the price defference between online order and physical order as variables.It reveals that high price difference weakens the perceived financial risk,psychological risk.

关 键 词：产品价差 感知风险 风险构面 购买意愿 

分 类 号：F713.50[经济管理—市场营销]