感知风险对大学生网购服装满意度的影响  

Impact of Perceived Risk on the College Students’Satisfaction of Online Clothing Shopping

作　　者：田合伟 李英淑 TIAN He-wei;LEE Young-sook(Xiamen Academy of Arts and Design,Fuzhou University,Xiamen 361000,China;Department of Fashion,Fuzhou University,Fuzhou 350000,China)

机构地区：[1]福州大学厦门工艺美术学院,厦门361000 [2]福州大学服装系,福州350000

出　　处：《北京服装学院学报（自然科学版）》2021年第3期86-93,共8页Journal of Beijing Institute of Fashion Technology：Natural Science Edition

基　　金：2018年度教育部人文社会科学研究规划基金项目:传统手工艺在残疾人职业教育中的传承与发展研究(18YJA760027);2019年广东省高等教育教学改革项目。

摘　　要：针对网购感知风险对大学生网购服装满意度影响关系,通过文献分析将网购感知风险要因划分为经济风险、性能风险、社会心理风险、隐私风险和时间风险5个下位要因,同时将满意度要因划分为产品满意度和使用满意度,在此基础上设定研究假设模型、编制问卷并展开调研。SPSS信度检验表明,感知风险的信度为0.812~0.898,满意度的信度为0.859~0.871。SPSS因子探索性分析结果表明:性能风险对感知风险的贡献率最大,为3.312;产品满足对满意度的贡献率最大,为2.232。AMOS验证表明:经济风险对产品满足的路径系数为0.22,关系显著;性能风险对满意度路径系数分别为0.68、0.81,关系显著;时间风险对满意度路径系数分别为0.20、0.51,关系显著;隐私风险对满意度路径系数分别为0.25、0.19,关系显著;其他假设关系不显著。研究结果可以为服装网购商城运营者提供顾客管理、产品构成和营销战略等参考。Based on the literature analysis,the perceived risk factors of online shopping were classified into five secondary factors:economic risk,performance risk,social psychological risk,privacy risk and time risk,and the satisfaction aspects were divided into product satisfaction and use satisfaction.On this basis,the research hypothesis model and the questionnaire were designed and carried out.The SPSS reliability test shows that the reliability of the perceived risk is between 0.812 and 0.898 and the satisfaction level is between 0.859 and 0.871.SPSS factor exploratory analysis shows that the contribution rate of performance risk to perceived risk was the largest,which is 3.312;the contribution rate of product satisfaction to the overal satisfaction is 2.232.AMOS verifies that the path coefficient of satisfaction for the product is 0.22,showing a significant relationship;the path coefficients of performance risk to satisfaction were 0.68 and 0.81,respectively,showing a significant relationship;the path coefficients of time risk to satisfaction were 0.20 and 0.51,respectively,showing a significant relationship;and the path coefficients of privacy risk to satisfaction were 0.25 and 0.19 respectively,showing a significant relationship.Other hypothetical relationships are not significant.The research results can provide academic references such as customer management,product composition and marketing strategy for online shopping mall operators.

关 键 词：网络商城 感知风险 消费态度 满意度 

分 类 号：TS941[轻工技术与工程—服装设计与工程]