CAJ | 학술논문

感知风险是消费者行为研究中的一个重要内容，对消费者的购买行为与决策有重要的影响。对于网上消费这一新的消费方式，感知风险研究所取得的进展如何，是一个值得讨论的话题。对于企业而言，若想提高消费者网上购物的数量，仅仅提高产品和服务的绩效是不够的，还需要进一步提高网上零售商的服务，改善网上的经营环境等。
감지풍험시소비자행위연구중적일개중요내용，대소비자적구매행위여결책유중요적영향。대우망상소비저일신적소비방식，감지풍험연구소취득적진전여하，시일개치득토론적화제。대우기업이언，약상제고소비자망상구물적수량，부부제고산품화복무적적효시불구적，환수요진일보제고망상령수상적복무，개선망상적경영배경등。
Perceived risk, which is a crucial topic for consumer behaviors, is an important restrictive factor that affects consumer＇s purchasing decision, especially for the online shopping. For this new online consumption pattern, the progress of perceived risk research is a topic worthy of discussion. Enterprise not only needs to improve the performance of products and services, but also needs to improve services of online retailers, and improve the online business environment to increase the number of consumers shopping.