CAJ | 학술논문

针对复杂的网络促销环境中消费者的购买犹豫行为逐渐明显的情况，认为对感知风险维度重新划分与定义是降低消费者犹豫行为的必要手段。通过文献阅读、消费者访谈与专家调查，提出了网络促销环境下的消费者感知风险因素。对调查问卷的结果进行因子分析，将感知风险因素分为7个维度：时间风险、商店不可靠风险、产品效果风险、交付风险、个人信息被滥用风险、财务风险和保障风险，并提出了相应对策建议。
침대복잡적망락촉소배경중소비자적구매유예행위축점명현적정황，인위대감지풍험유도중신화분여정의시강저소비자유예행위적필요수단。통과문헌열독、소비자방담여전가조사，제출료망락촉소배경하적소비자감지풍험인소。대조사문권적결과진행인자분석，장감지풍험인소분위7개유도：시간풍험、상점불가고풍험、산품효과풍험、교부풍험、개인신식피람용풍험、재무풍험화보장풍험，병제출료상응대책건의。
Promotion online has become a major marketing method of most E-commerce sites. In the complex promotion online environment, the hesitated behaviors of shopping become more and more obvious, and the redrawing and definition to per-ceive risk dimensions is the essential means to reduce consumers' hesitated behaviors. Through reading literature, interviewing consumers and investigating experts, this paper put forward consumer perceived risk factors under the promotion online environ-ment. Through the factor analysis of the questionnaires' results, perceived risk factors were divided into seven dimensions: time risk, shop unreliable risk, product performance risk, delivery risk, abused personal information risk, financial risk and guarantee risk. Some corresponding countermeasures and suggestions were proposed.