摘要
网络购物的快速发展,给人们提供了很多便利,但同时消费者在网购中也面临诸多风险,总结梳理和评价当前网购中的风险显得非常重要。本文基于前人的研究,以C2C网站上的信用评价信息为基础,将影响消费者网络购物感知风险的因素归结为五大因素,分别是信息搜寻因素、网站因素、商家因素、产品因素以及服务因素,以此作为风险测量指标体系。同时基于突变理论,构建消费者网络购物感知风险的评价模型,运用归一化公式,量化递归出"消费者感知风险度",据此判断消费者进行网购时的安全程度。最后,笔者就研究结果,针对消费者提出了相应的规避对策以及建议。
With the development of economic,online shopping provides people with a lot of convenience.But at the same time,the consumer also faces a lot of risk,so it is very important to summarizes and evaluation the current risk of online shopping.Based on the previous studies and the web site of the C2C credit evaluation information, the factors that affected perception risk of consumer online shopping comed down to five factors： information search factors,website factors,businesses,products and services factors factors factors,which were used as risk measurement index system in this paper.At the same time,based on the mutation theory,we constructed perceived risk evaluation model of online shopping,using the normalized formula,quantification recursion out ＂the degree of consumer’s perception risk＂,which would be used during the online shopping.Finally,author put forward the corresponding countermeasures and suggestions of evasion according to the results.
出处
《九江学院学报（自然科学版）》
CAS
2012年第3期56-60,66,共6页
Journal of Jiujiang University：Natural Science Edition
关键词
网购购物
感知风险
突变模型
感知风险度
online shopping
perceived risk
catastrophe theory
perceived risk degree
