摘要
在综合分析现有相关研究成果的基础上,构建出购物意向的作用模型,重点从交易成本、信任和感知风险三个层面和客户使用便利性、交易安全性、网站品质、商家声誉等四个维度分析影响消费者网络购物意愿的信任与感知风险要素,结果表明,有购物经验的消费者在进行网络购物时比较看重感知收益,而对于潜在的消费者来讲,感知风险是影响其购买态度和意愿的重要因素。对此,网站和卖家需要从影响客户信任度角度出发,加快提高服务水平、沟通能力、商品质量,进而提高消费意愿。
On the basis of current researches, this study proposes a model of shopping willingness, focusing on transactian eest, trust and perceived risk as well as convenience for customers, transaction security, website quality and business reputation, analyzing trust and perceived risk factors which affect online shopping willingness. It eaneludes that experienced consumers pay more attention to perceived in- come; however, to a potential consumer, perceived risk is the key element impacting on the purchase attitude and willingness. In light of this conclusion, websites and sellers should increase service level, communication ability and product quality to raise eostumer trust and consumption willingness.
出处
《商业经济》
2012年第4期86-88,91,共4页
Business & Economy
关键词
网络购物
信任与感知风险
购买意愿
影响研究
online shopping, trust, perceived risk, shopping willingness, effect study
