摘要
基于感知风险理论,以顾客参与度较高的电子商务行业为背景,构建理论模型并实证检验了感知风险各维度对顾客参与行为的驱动作用及主要人口统计变量的调节效应。研究发现,感知风险对顾客参与有明显的驱动作用,性别、年龄、职业、收入等人口统计变量对感知功能风险、服务风险的调节效应均不显著,对其他感知风险维度均有明显调节作用。
Based on perceived risk theory, taking the E-business industry with the customer participation relatively high, this paper constructs a theoretic model to make an empirical test on the driving forces of customer participation by various dimen- sions of perceived risk as well as the adjusting effect of main variables of demographic statistics. The research shows that per- ceived risk has a significantly positive influence on driving the customer participation. The variables of demographic statistics such as gender, age, occupation, income, etc. have no significant adjusting effect on perceived performance risk and perceived service risk, but have a significant adjusting effect on other dimension of perceived risk.
出处
《北京工商大学学报（社会科学版）》
CSSCI
北大核心
2013年第6期42-49,共8页
JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES
基金
国家社会科学基金重大项目"我国自主创新型技术赶超发展战略与路径研究--基于跨学科协同的多层次整合研究"(12ZD205)
国家自然科学基金项目"基于服务主导逻辑范式的价值共创与分享研究:理论探讨与实证分析"(71072019)
教育部人文社会科学基金项目"网络创业持续发展影响机制研究:基于网店模式"(11YJC630069)
关键词
感知风险
顾客参与
电子商务
perceived risk
customer participation
E-business
