消费者网上购物的感知风险研究.doc
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消费者网上购物的感知风险研究,资源包括：正文doc格式共48页 32665字摘要目前我国网上购物的水平远远落后于欧美等发达国家，且其发展速度相对缓慢，国内网民感觉网上购物的风险较高，在体验这一全新购物方式时顾虑重重。而消费者对网上购物的顾虑和风险感知正是其在线购买的主要障碍。因此深入了解消费者网上购物的感知风险成为促进网民在线购买、发展我国网上购物...
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此文档由会员 莎士比亚 发布
资源包括：正文DOC格式共48页 32665字
摘 要
目前我国网上购物的水平远远落后于欧美等发达国家，且其发展速度相对缓慢，国内网民感觉网上购物的风险较高，在体验这一全新购物方式时顾虑重重。而消费者对网上购物的顾虑和风险感知正是其在线购买的主要障碍。因此深入了解消费者网上购物的感知风险成为促进网民在线购买、发展我国网上购物的关键。
本文选取高科技数码产品作为实证产品，运用SPSS统计分析软件对通过问卷调查和访谈获取的数据进行处理，探讨了消费者网上购物的感知风险、消费者减少感知风险的策略行为以及潜在网络消费者与现实网络消费者的差异。研究得出：消费者网上购物的感知风险包括产品风险、安全交易风险、消费者网购伴随风险、零售商相关服务风险四个方面内容；并且消费者感知到风险时会采取四种行为来减少和规避风险，分别是减小交易时空隔离、信息搜寻与比较、购买知名价高产品、寻求商家保证；本文将网络消费者分为潜在消费者和现实消费者，发现在感知风险上潜在网络消费者和现实网络消费者有明显差异，而在减少感知风险的策略行为上差异不显著。
此外，在统计分析的基础上，从感知风险角度为网络企业提供降低消费者感知风险、吸引潜在顾客和维系现实顾客的建议。
本文的创新之处在于：
第一，得出感知风险的四个维度与减少风险的四种策略行为，这能使企业更好地了解消费者，从而采取有效策略增强消费者网上购物的信心，提高企业网络营销的效率。
第二，根据感知风险的影响因素在消费行为结果上的映射，将网络消费者分为潜在网络消费者和现实网络消费者。尤为重要的是，从这一视角出发，系统地分析了潜在与现实消费者网上购物的感知风险与策略行为的差异，并由此提出了相关对策建议；这不仅为我国企业降低消费者网上购物感知风险提供了新思路，而且为市场营销学的理论研究拓展了一定的内容与范畴。
关键词：网上购物；感知风险；策略行为
ABSTRACT
The level of shopping online in China is significantly lower than the American and Europe, and the developing speed is slower than them. The higher risk has been sensed by netizen in China, and there are some misgivings when they experience the new style of shopping. The perceived risk of consumer becomes the main hinder of shopping online. So it is critical to understand the behaviors of consumer under the condition of network and promote consumer to shopping online that understand the perceived risk of consumer completely.
Taking high-tech digital products as empirical object, this paper processes the data which been gotten through the questionnaire investigation and interviews by SPSS, and investigates the perceived risk and risk reducing behavior of consumer’s shopping online. It concludes like this: Firstly, there are four kinds of risks, including the product risk, the security transaction risk, consumer shopping online associated risk, and retailer service correlating risk. Secondly, there are four kinds of behaviors to reduce the risks, includes reducing the time and space calculation of trading, searching for information and comparison, purchasing the famous and high price products, and seeking the guarantee of company. Thirdly, this paper divides the internet consumer into potential consumer and realistic consumer, and there is a obviously difference on the perceived risk between the two kinds of the consumer, however the difference on the behaviors is not significant.
Based on the analysis of data，in the view of the perceived risk, this paper provides some suggestions for company to reduce the perceived risk, attract potential consumer and maintain realistic consumer.
There is something blazingly new in this paper that, first of all, dividing the perceived risk into 4 dimensions and concluding 4 strategic behaviors to deduce the perceived risk makes the enterprises understand the consumer better. Secondly, dividing the internet consumer into potential consumer and realistic consumer and making systematic analysis of the difference of the two consumers, not only provide new ideas for our company to deduce the perceived risk, but also expand content and scale of the research of the marketing.
Key Words: Shopping online; Perceived risk; Strategic behavior
目 录
第1章 引言 1
1.1问题的提出 1
1.2国内外研究综述 2
1.2.1关于消费者网上购物的感知风险维度 2
1.2.2关于消费者网上购物感知风险的影响因素 5
1.2.3关于消费者降低网上购物感知风险的策略行为 6
1.3研究目的与意义 7
1.4研究的主要内容与创新点 8
1.4.1主要内容 8
1.4.2创新点 8
第2章 研究变量设计 9
2.1网上购物的内涵 9
2.2网上购物的主要商品 9
2.3潜在网络消费者和现实网络消费者的涵义 10
2.4消费者网上购物的感知风险与策略行为的变量设计 11
2.4.1感知风险变量 11
2.4.2策略行为变量 14
第3章 数据分析与讨论 15
3.1数据收集与整理 15
3.2感知风险变量的因子分析 16
3.2.1因子分析 16
3.2.2 信度检验和效度检验 19
3.3策略行为变量的因子分析 20
3.4潜在消费者与现实消费者的差异分析 21
3.4.1潜在与现实消费者网上购物的感知风险差异 22
3.4.2潜在与现实消费者网上购物的策略行为差异 24
第4章 结论与思考 27
4.1研究结论 27
4.1.1关于消费者网上购物的感知风险 27
4.1.2关于消费者减少感知风险的策略行为 27
4.1.3关于潜在与现实消费者网上购物感知风险与策略行为的差异 27
4.2 从感知风险角度对企业网络营销的思考与建议 28
4.2.1企..
摘 要
目前我国网上购物的水平远远落后于欧美等发达国家，且其发展速度相对缓慢，国内网民感觉网上购物的风险较高，在体验这一全新购物方式时顾虑重重。而消费者对网上购物的顾虑和风险感知正是其在线购买的主要障碍。因此深入了解消费者网上购物的感知风险成为促进网民在线购买、发展我国网上购物的关键。
本文选取高科技数码产品作为实证产品，运用SPSS统计分析软件对通过问卷调查和访谈获取的数据进行处理，探讨了消费者网上购物的感知风险、消费者减少感知风险的策略行为以及潜在网络消费者与现实网络消费者的差异。研究得出：消费者网上购物的感知风险包括产品风险、安全交易风险、消费者网购伴随风险、零售商相关服务风险四个方面内容；并且消费者感知到风险时会采取四种行为来减少和规避风险，分别是减小交易时空隔离、信息搜寻与比较、购买知名价高产品、寻求商家保证；本文将网络消费者分为潜在消费者和现实消费者，发现在感知风险上潜在网络消费者和现实网络消费者有明显差异，而在减少感知风险的策略行为上差异不显著。
此外，在统计分析的基础上，从感知风险角度为网络企业提供降低消费者感知风险、吸引潜在顾客和维系现实顾客的建议。
本文的创新之处在于：
第一，得出感知风险的四个维度与减少风险的四种策略行为，这能使企业更好地了解消费者，从而采取有效策略增强消费者网上购物的信心，提高企业网络营销的效率。
第二，根据感知风险的影响因素在消费行为结果上的映射，将网络消费者分为潜在网络消费者和现实网络消费者。尤为重要的是，从这一视角出发，系统地分析了潜在与现实消费者网上购物的感知风险与策略行为的差异，并由此提出了相关对策建议；这不仅为我国企业降低消费者网上购物感知风险提供了新思路，而且为市场营销学的理论研究拓展了一定的内容与范畴。
关键词：网上购物；感知风险；策略行为
ABSTRACT
The level of shopping online in China is significantly lower than the American and Europe, and the developing speed is slower than them. The higher risk has been sensed by netizen in China, and there are some misgivings when they experience the new style of shopping. The perceived risk of consumer becomes the main hinder of shopping online. So it is critical to understand the behaviors of consumer under the condition of network and promote consumer to shopping online that understand the perceived risk of consumer completely.
Taking high-tech digital products as empirical object, this paper processes the data which been gotten through the questionnaire investigation and interviews by SPSS, and investigates the perceived risk and risk reducing behavior of consumer’s shopping online. It concludes like this: Firstly, there are four kinds of risks, including the product risk, the security transaction risk, consumer shopping online associated risk, and retailer service correlating risk. Secondly, there are four kinds of behaviors to reduce the risks, includes reducing the time and space calculation of trading, searching for information and comparison, purchasing the famous and high price products, and seeking the guarantee of company. Thirdly, this paper divides the internet consumer into potential consumer and realistic consumer, and there is a obviously difference on the perceived risk between the two kinds of the consumer, however the difference on the behaviors is not significant.
Based on the analysis of data，in the view of the perceived risk, this paper provides some suggestions for company to reduce the perceived risk, attract potential consumer and maintain realistic consumer.
There is something blazingly new in this paper that, first of all, dividing the perceived risk into 4 dimensions and concluding 4 strategic behaviors to deduce the perceived risk makes the enterprises understand the consumer better. Secondly, dividing the internet consumer into potential consumer and realistic consumer and making systematic analysis of the difference of the two consumers, not only provide new ideas for our company to deduce the perceived risk, but also expand content and scale of the research of the marketing.
Key Words: Shopping online; Perceived risk; Strategic behavior
目 录
第1章 引言 1
1.1问题的提出 1
1.2国内外研究综述 2
1.2.1关于消费者网上购物的感知风险维度 2
1.2.2关于消费者网上购物感知风险的影响因素 5
1.2.3关于消费者降低网上购物感知风险的策略行为 6
1.3研究目的与意义 7
1.4研究的主要内容与创新点 8
1.4.1主要内容 8
1.4.2创新点 8
第2章 研究变量设计 9
2.1网上购物的内涵 9
2.2网上购物的主要商品 9
2.3潜在网络消费者和现实网络消费者的涵义 10
2.4消费者网上购物的感知风险与策略行为的变量设计 11
2.4.1感知风险变量 11
2.4.2策略行为变量 14
第3章 数据分析与讨论 15
3.1数据收集与整理 15
3.2感知风险变量的因子分析 16
3.2.1因子分析 16
3.2.2 信度检验和效度检验 19
3.3策略行为变量的因子分析 20
3.4潜在消费者与现实消费者的差异分析 21
3.4.1潜在与现实消费者网上购物的感知风险差异 22
3.4.2潜在与现实消费者网上购物的策略行为差异 24
第4章 结论与思考 27
4.1研究结论 27
4.1.1关于消费者网上购物的感知风险 27
4.1.2关于消费者减少感知风险的策略行为 27
4.1.3关于潜在与现实消费者网上购物感知风险与策略行为的差异 27
4.2 从感知风险角度对企业网络营销的思考与建议 28
4.2.1企..
