软科学
軟科學
연과학
Soft Science
2006年
4期
131~135
,共null页
B2C 电子商务 感知风险 降低策略
B2C 電子商務 感知風險 降低策略
B2C 전자상무 감지풍험 강저책략
B2C; electronic commerce; perceived risk; reduction strategies
以书籍和服装作为搜索型和体验型商品的代表，通过网上模拟实验调查的方式对主要风险降低策略在中国的有效性进行了实证检验。研究结果表明，网上消费者对体验型商品所感知的绩效风险、心理风险和物理风险显著大于搜索型商品，而在社会风险、经济风险和隐私风险方面却没有显著差异；支付安全性、网站声誉、在线展示、退款保证、更换商品是消费者认为最有效的五种降低在线购买感知风险的策略。
以書籍和服裝作為搜索型和體驗型商品的代錶，通過網上模擬實驗調查的方式對主要風險降低策略在中國的有效性進行瞭實證檢驗。研究結果錶明，網上消費者對體驗型商品所感知的績效風險、心理風險和物理風險顯著大于搜索型商品，而在社會風險、經濟風險和隱私風險方麵卻沒有顯著差異；支付安全性、網站聲譽、在線展示、退款保證、更換商品是消費者認為最有效的五種降低在線購買感知風險的策略。
이서적화복장작위수색형화체험형상품적대표，통과망상모의실험조사적방식대주요풍험강저책략재중국적유효성진행료실증검험。연구결과표명，망상소비자대체험형상품소감지적적효풍험、심리풍험화물리풍험현저대우수색형상품，이재사회풍험、경제풍험화은사풍험방면각몰유현저차이；지부안전성、망참성예、재선전시、퇴관보증、경환상품시소비자인위최유효적오충강저재선구매감지풍험적책략。
In order to validate utility of risk-relievers in electronic buying situations in China, a largesample empirical study has been conducted for book and cloth. The result shows that performance risk, psychological risk and physical risk are found to be significantly different across purchase categories, while the other four risks are not. In addition, payment security, website reputation, viewing the good on the screen, money-back guarantee, exchanging good are thought to be the most effective strategies to reduce perceived risk in online purchasing.
