文化距离、制度距离与跨境电子商务中的感知风险

发布时间：2019-02-09 14:22

【摘要】：本文研究了跨境电子商务中消费者感知风险的构建及其影响因素,除了讨论传统电子商务感知风险的影响因素对跨境电子商务的作用之外,笔者重点分析了对跨境商务活动产生影响的文化距离和制度距离对消费者在跨境电子商务感知风险中的影响。研究结果表明,对传统电子商务感知风险产生影响的因素同样会对跨境电子商务的感知风险产生作用;此外,笔者还发现,消费者所在国家(地区)同跨境电子商务卖方所在国家(地区)的文化距离、经济制度距离和法治制度距离都会显著提高消费者在跨境电子商务中的感知风险。
[Abstract]:This paper studies the construction of consumer perceived risk and its influencing factors in cross-border electronic commerce, besides discussing the influence factors of traditional electronic commerce perceived risk on cross-border electronic commerce. The author focuses on the impact of cultural distance and institutional distance on the perceived risk of cross-border e-commerce. The results show that the factors that affect the perceived risk of traditional e-commerce will also have an effect on the perceived risk of cross-border e-commerce. In addition, the author also found that the cultural distance between the country (region) where the consumer is located and the country (region) where the seller of cross-border e-commerce is located, The distance between economic system and rule of law can significantly improve consumers' perceived risk in cross-border e-commerce.
【作者单位】： 复旦大学管理学院;
【基金】：国家自然科学基金项目“中国企业国际网络、垂直一体化战略和绩效研究:基于制度和新兴市场目的国的视角”(71372115)
【分类号】：F724.6
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本文编号：2419046