网络团购中感知风险对信任及购买意愿的影响  

The Effect of Perceived Risk on Trust and Purchase Intention in Online Group-buying

作　　者：江若尘[1] 徐冬莉[2] 严帆[2] 

机构地区：[1]上海财经大学500强企业研究中心,上海200433 [2]上海财经大学国际工商管理学院,上海200433

出　　处：《现代财经（天津财经大学学报）》2013年第1期87-96,共10页Modern Finance and Economics：Journal of Tianjin University of Finance and Economics

基　　金：国家社会科学基金项目(11BGL049)

摘　　要：网络团购是近年来发展较快的一种商业模式,吸引着越来越多的消费者。本文探讨网络团购中的感知风险对信任以及购买意愿的影响,利用SPSS17.0和AMOS17.0统计软件分析数据,得出结论:感知过程风险对信任有负向影响作用;感知产品风险只对情感信任有负向影响;认知信任对购买意愿有正向影响而情感信任则影响不显著;感知过程风险通过认知信任中介变量间接影响消费者购买意愿。online group-buying is a kind of rapid developed business model which is attracting more and more consumer.This study explores the perceived risk of group-buying online ＇s effect on trust and purchase intention.With the data analysis by SPSS17.0and AMOS17.0 we come to the conclusion： perceived process risk has negative effect on trust;perceived product risk only has negative effect on emotion trust;cognitive trust other than emotion trust has positive effect on purchase intention;perceived process risk has indirect effect on purchased intention through trust mediator variable.

关 键 词：网络团购 感知风险 信任 购买意愿 

分 类 号：F724.6[经济管理—产业经济]