消费者在线感知风险及其影响因素研究

发布时间：2018-03-26 20:05

本文选题：网络购物　切入点：感知风险　出处：《天津财经大学》2015年硕士论文

【摘要】：随着我国信息化建设的不断推进,网络变得越来越触手可得,这带动了一大批购物网站的跳跃式发展。网络购物打破了面对面交易的桎梏,极大的促进了商品的流通。但网络购物无法真实的与网络卖家接触,不能实际触碰到商品,消费者在网络购物时会通过心理感知到各种各样的风险。因此,对于电子商务平台以及网络卖家来讲,除了完善平台的技术水平以及提供给消费者优惠的价格外,想法设法降低消费者心理上的不安全感是非常有意义的。消费者网购过程中感觉到的风险主要是由于市场信息量在交易双方之间分配不均造成的。网络购物不同于线下面对面的购物,消费者面对的是一个虚拟的环境,网络消费者分得的市场信息量被进一步压缩。本文先是回顾了感知风险的相关理论,增加了对在线风险的认识。然后结合营销学中的消费者行为理论,探析感知风险对网络消费者行为的影响。本文模型的提出有丰富的理论支撑,吸纳了诸多学者的观点。研究所需数据通过问卷收集,并尽量保证问卷质量。之后的操作都在统计软件SMART-PLS中完成。先是对数据进行信度效度检验,再利用结构方程模型验证在线好评度、制度可靠性、沟通满意度、线下好评度对感知风险各个维度的影响及作用。结果显示,除了制度可靠性对交易性感知风险影响的假设没有通过外,其他假设都通过了验证,说明本研究的模型有较好的预测性。最后,汇总本文的研究成果,提出相应的对策建议。
[Abstract]:With the continuous development of information construction in our country, the network becomes more and more accessible, which leads to the jump development of a large number of shopping websites. Online shopping breaks the shackles of face-to-face transactions. It greatly promotes the circulation of goods. But online shopping can not really contact with online sellers, can not actually touch the goods, consumers in online shopping through psychological perception of all kinds of risks. Therefore, For e-commerce platforms and online sellers, in addition to improving the technical level of the platform and offering preferential prices to consumers, It is very meaningful to try to reduce the psychological insecurity of consumers. The risk that consumers feel in the process of shopping online is mainly caused by the uneven distribution of market information between the two sides of the transaction. Online shopping is different. Shopping offline face to face, Consumers are faced with a virtual environment in which the amount of market information obtained by online consumers is further compressed. This paper first reviews the relevant theories of perceived risk. Then, combining with the theory of consumer behavior in marketing, the influence of perceived risk on online consumer behavior is analyzed. The research needs data to be collected through the questionnaire, and to ensure the quality of the questionnaire. Then the operation is completed in the statistical software SMART-PLS. First, the reliability and validity of the data are tested. Then using the structural equation model to verify the impact of online praise degree, system reliability, communication satisfaction, offline praise on the perceived risk of each dimension. The results show that, Except for the hypothesis that institutional reliability has influence on transactional perceived risk, the other hypotheses have been verified, which shows that the model of this study has good predictability. Finally, this paper summarizes the research results and puts forward the corresponding countermeasures and suggestions.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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