消费者感知风险对网购珠宝饰品意愿的影响  

The Influence of Consumers’Perceived Risk on Their Willingness to Buy Jewelry Online

作　　者：邹美常 ZOU Meichang(College of Economic and Management,Guangzhou College of Applied Science and Technology,Zhaoqing 526072,Guangdong,China)

机构地区：[1]广州应用科技学院经济与管理学院,广东肇庆526072

出　　处：《科技和产业》2023年第21期105-109,共5页Science Technology and Industry

摘　　要：珠宝饰品作为奢侈品是否能适应线上销售,还需对消费者购买欲进行研究。基于文献梳理,借鉴前人对网络消费者行为影响因素的研究,收集212份有效样本,并运用SPSS和Amos进行分析。研究发现:商家信誉、价格质量、网购流程和售后服务对感知风险具有显著负向影响作用;感知风险对网购珠宝饰品意愿也具有负向影响,即感知风险越高,网购珠宝饰品意愿越低。Whether jewelry as luxury can adapt to online sales,it is still necessary to study the purchase desire of consumers.Based on literature review and previous studies on influencing factors of online consumer behavior,212 valid samples are collected and analyzed with SPSS and Amos.It is found that merchant reputation,price quality,online shopping process and after-sales service have significant negative effect on perceived risk,and perceived risk also has a negative impact on the intention of online shopping for jewelry,that is,the higher the perceived risk,the lower the intention of online shopping for jewelry.

关 键 词：珠宝饰品 网购意愿 感知风险 

分 类 号：F724.6[经济管理—产业经济]