顾客感知风险对网络零售商惠顾意愿影响实证研究  

作　　者：梁健爱[1] 

机构地区：[1]桂林理工大学管理学院

出　　处：《企业经济》2012年第8期110-114,共5页Enterprise Economy

基　　金：广西社会科学基金项目"广西农村商业连锁企业商业模式创新研究"(批准号:11GL033)

摘　　要：感知风险是影响顾客对网络零售商惠顾意愿的重要因素。在研究文献和访谈基础上,通过问卷调查,量化分析了顾客感知风险对网络零售商惠顾意愿的影响机理。研究结果表明:网站因素、顾客因素和网络零售商因素对网购感知风险具有差异化影响;产品风险、隐私风险、经济风险、配送风险、服务风险和心理风险对网络零售商惠顾意愿具有显著影响,呈负相关关系。Perceived risk is an important factor influencing the customer patronage intension on online retailers. Based on the literature study and interviewing, this paper quantitatively analyzed the mechanism of customer perceived risk influencing online re- tailer patronage intension. The results indicated that website factors, consumer factors and online retailer factors have differ- ent impacts on perceived risk on online shopping; product risk, privacy risk, economic risk, distribution risk, service risk and psychological risk have a obvious negative impact on online retailer patronage intention.

关 键 词：感知风险 网络零售商 惠顾意愿 

分 类 号：F713.55[经济管理—市场营销]