大学生网购风险感知能力评估  

Online shopping risk perception ability of College Students

作　　者：徐林玉[1] 张德化[1] 汪伟忠[1] 

机构地区：[1]安徽科技学院管理学院,安徽蚌埠233100

出　　处：《内蒙古财经大学学报》2017年第3期74-79,共6页Journal of Inner Mongolia University of Finance and Economics

基　　金：安徽文科科技学院校级重点建设学科(AKZDXK2015B05);安徽科技学院人才引进项目(SRC2014400)

摘　　要：为了定量分析大学生网购风险感知能力,提出了一种基于信号检测理论的大学生网购风险感知能力评估方法。首先,在大学生网购风险感知能力概念界定的基础上,分析网购风险的主要类型和表现形式,结合相关文献中对网购风险类型的研究,并综合安徽科技学院学生网购过程中的风险设计调查问卷。最后,随机选取20位安徽科技学院大学生作为测试对象,运用信号检测理论从危险信号辨识敏感度(α)和反应偏好(β)两个指标对大学生网购风险感知能力进行评估。研究结果表明,所选取被试的风险感知能力均较低,这与实际基本相一致,说明所提出的方法可以用于评价大学生网购风险感知能力。In order to quantitatively analyze the perceived ability of College Students online shopping risk, this method is proposed based on the theory of signal detection. First, is defined in terms of the students online shopping risk perception ability concept based. Analysis the important types and forms of online shopping risk, combined with the research on the types of online shopping risk in the relevant literature, and integrated in the process of Anhui Science and technology university students online shopping risk to design the questionnaire. Finally, randomly se-lected 20 Anhui Science and technology university students as the test object, the use of signal detection theory from the danger signal identification sensitivity （alpha） and response preference （beta） two indicators on the ability of students online shopping risk perception was assessed. T he research results show that the risk perception ability of the selected subjects is low, which is consistent with the actual basic, indicating that the proposed method can be used to evaluate the perceived ability of College Students online shopping risk.

关 键 词：大学生 网购 风险感知能力 评估 

分 类 号：G641[文化科学—高等教育学]