B2C电子商务中消费者感知风险影响因素的实证研究

重庆大学硕士学位论文B2C电子商务中消费者感知风险影响因素的实证研究姓名：鄢智敏申请学位级别：硕士专业：企业管理指导教师：邵兵家20060401IB2CB2C,SPSS11.0B2CIIABSTRACTPerceivedriskhasbeenconsideredasthemainfactorthatinhibitsconsumersonlinepurchaseandreducingperceivedriskisaneffectivewaytoboostconsumersonlinepurchasingbehavior.Thispaperfocusesoninfluencesofconsumerperceivedriskfromenvironment,Internetvendor,consumer,productandInternettechnology.Anonlinequalitativestudywasconductedtoidentifytheinfluencesofperceivedriskinelectronicbuyingsituations,andcross-validateutilityofrisk-relieversbetweenbooksandclothes.Finally,thispapergivessomesuggestionsonhowtodecreaseconsumers’perceivedrisk,suchaswordofmouthandrelativelawguarantee,etc.Theresultsshowthat,friends’recommendation,lawprotection,andproductcategoryhavesignificantinfluencesonperceivedrisk,whileInternetvendor’sreputationandsize,productinformationnot.Performancerisk,psychologicalriskandphysicalriskwerefoundtobesignificantlydifferentacrosspurchasecategories,whiletheotherrisksnot.Paymentsecurity,websitereputation,viewingthegoodonthescreen,money-backguarantee,exchanginggoodwerethoughttobethemosteffectivestrategiestoreduceperceivedriskinonlinepurchasing.Keywords:B2CElectronicCommerce,PerceivedRisk,InternetShopping,Risk-ReductionStrategies1111.120051820063122005913200020044[1]WTO49%--100%171.1124.5%[2][3]iResearchcomScoreNetworks48.33.438.230.58.1[4][5][3,6-8]B2C196012eBay1.21.2.1196043Bauerperceivedrisk[9]Baueruncertaintyadverseconsequences,[10-13]Taylor[10]CoxandRich[13]CoxBauer[13]Cox1;2[14]1967CunninghamCox1(uncertaintyconsequence)13;2consequence[15-16]Cunningham,40,[16][17]1997JarvenpaaToddB2C[17]DowlingandStaelin[18]Hanjunetal[19]ForsytheandBoShiCoxandRich[20][3,6,21]1.2.2Bauer[9]1.1Cox[14]Cunningham[15]1971Roselius[22];JacobyKaplan73%[23];PeterandTarpeyJacobyandKaplantimerisk[11]14StoneGronhaug/90%[26-27][24]JarvepaaandPodd[17][3,8,20,25]()/[7,19,28-29]1.1Table1.1Thedimensionofperceivedrisk1.2.3.Roselius[22]4.1.2.153.4.JacobyandKaplan[23]5.1.2.3.4.MurrayandSchlacter[30]5.1.2.3.4.5.6.Mowen[31]7.1.2.3.4.JarvepaaandPodd[17]5.1.2.3.4.5.6.7.Anne-SophieCases[6]8.1.2.3.[29]4.165.6.7.12[33]1.2.31;2CunninghamOrdinalScale[16-17]Bettman[12]VannBettman[13]PeterandTarpey[11]∑=×=niijijjILPLOPR1)(jOPRj;ijPLjI;ijILjI;nDowlingandStealinoverperceivedrisk,OPRproduct-categoryrisk,PCRproduct-specificrisk,SRacceptablerisk[18]OPR=PCR+SRPeterandTarpey[12,19,34][16]171.2.4Taylor[10]Taylor[10]Roselius[22]PeterandTarpey[11]DowlingandStaelin[18][10]ShethandVenkatesan[35]TanVandenpoelandLeunis[36-37]Roselius[6]Hansetal[38][3,8,39]Anne-Sophie16BBS[6]1.2.518ChoiGeistfeld[17]EllenMichal[21]Neua[3]Jarvenpaa[50]WeberandHseer[51][62]Adnrew[28]Neua[3](Trust)[50]Neua16[3][3]Neua16[3]Hansetal[38][56]Ellen[21]Andrew[28]1.2.6[41]19[42]Grabner-Kräuter[43]system-dependentuncertaintytransaction-specificuncertainty1.1Stewart[44]KimandPrabhakar[44]CheungandLee[45]CheungandLee[46]Mitchell[16]1.1Fig1.1relationshipbetweenperceivedriskandtrustNeuaLim[3]1101.31.3.11.3.21.3.31.21.2Fig1.2FrameworkofPaper2112Mitchell[48]Andrewetal[28]2.12.1Fig2.1Researchmodel2122.12.1.1TRA[3][48]EllenandMichal[21]112.1.2[50][19]//[51]WeberandHseer[49]Javenpaa[50]YamagishiandYamagishi[51]213222.1.3,[52]McKnightChervany[55]B2C(),()20048282006312332.22.2.1[54][54]McknightandChervancy[55]50214KoufarisHampton-Sosa[54][17,50][38]442.2.2[53][50]CNNIC2004[1][17,50][38]5:52.32.3.1[19][19]215[56]Havlenaanddesarbo[57]662.3.2[58][28][59]78782.4Sandra[7]Hanjun[19]AnneAndrew[28]2.4.1Olson[56][9]216992.4.2Nelson[60]CD[3,65-66]Tulayetal[61]10102.4.3[62]Nena[3]11112.4.4217NenaLim[3]Mitchell[16]12122.52.5.1TechnologyAcceptanceModel[64]GVU/[59]Hansetal[38]131413142.5.2218[6]15153193Roselius[22][65][17][67]3.1Taylor[10]PeterandTarpey[11]DowlingandStaelin[18]Taylor[10]ShethandVenkatesan[35]PeterandTarpey[11];DowlingandStaelin;[18]Cox[14]Roselius[22]320Roselius11472111(endorsement)2(brandloyalty)3(majorbrandimage)4(privatetesting)5(storeimage)6(freesample)7(money-backguarantee)8(governmenttesting)9(shopping)10(expensivemodel)11(wordofmouth)[22]ShethandVenkatesan[35]ShethandVenkatesan[35]3.2Tan[36]VandenPoelandLeunis[37]Roselius[22]321TanVandenPoelandLeunisvHansetal[38][3,8,39]Anne-SophieCases[6]18(paymentsecurity)(money-backguarantee)(exchanginggood)(viewingthegoodonthescreen)(seeinggoodinastore)(price)(websitereputation)(pastexperiencewiththesamewebsite)(comparison)(informationaboutproductcomposition)(buyingawell-knownbrand)(salespromotion)(localretailer)(brandloyalty)(askingfamilyandfriends)(communicationwithasalesperson)(advertising)(chatroomonthewebsite)MitchellandGreatorex[68]Anne-SophieCases[6]Anne-SophieCasesNelson[61]42244.14.1.14.14.1Table4.1SourceofmeasurescaleEllenandMichal[21]Jarvenpaa[50];[52][56]Tulayetal[61]RongChen,FengHe[62]IndrajitandRajeev[65]KoufarisandHampton-Sosa[54]KoufarisandHampton-Sosa[54]KoufarisandHampton-Sosa[54]Corbitetal.[67]Hansetal[38]KoufarisandHampton-Sosa[54]Hansetal[38]Corbitetal.[67]Hansetal[38]Jarvenpaa[50]Corbitetal.[67]Corbitetal.[67]DowlingandStaelin[18][56]Anne-SophieCas