網(wǎng)絡(luò)環(huán)境下感知風(fēng)險、信任對消費(fèi)者購物意愿的影響(已修改)
2025-06-09 00:34 本頁面
【正文】 網(wǎng)絡(luò)環(huán)境下感知風(fēng)險、信任對消費(fèi)者購物意愿的影響研究基金項目：國家社科基金“新消費(fèi)文化觀念構(gòu)建研究” 項目編號：(08BZX011)董雅麗（1962）女，陜西人，蘭州大學(xué)管理學(xué)院教授，碩士生導(dǎo)師李曉楠（1987）女，河南人，蘭州大學(xué)管理學(xué)院在讀碩士研究生，電子郵箱：lixiaonan0375@ 董雅麗，李曉楠(蘭州大學(xué) 管理學(xué)院，甘肅 蘭州 730000)摘要：感知風(fēng)險是影響消費(fèi)者購買行為和決策過程的重要因素，也是消費(fèi)者行為研究的重要內(nèi)容。而消費(fèi)者對網(wǎng)上購物的感知風(fēng)險更成為促進(jìn)消費(fèi)者網(wǎng)上購物的關(guān)鍵。本文在信任模型的基礎(chǔ)上，首先對感知風(fēng)險理論進(jìn)行了總結(jié)回顧，梳理了以往感知風(fēng)險理論研究的維度。在分析網(wǎng)絡(luò)環(huán)境下信任、消費(fèi)者感知風(fēng)險、購物意愿三者的關(guān)系的基礎(chǔ)上，提出信任是感知風(fēng)險的前因變量；感知易用性和信任共同影響感知有用性，進(jìn)而影響購買態(tài)度和意愿；同時信任對購買態(tài)度有直接影響，基于此提出了網(wǎng)上消費(fèi)者購買意愿模型，并對今后的研究方向做了展望。關(guān)鍵詞：信任模型；感知風(fēng)險；消費(fèi)者意愿中圖分類號： 文獻(xiàn)標(biāo)識碼：A 文章編號：Study for the Consumers’ willingness of Perceived risk and Trust During Online Shopping（DONG Yali，LI Xiaonan）(School of Management，LanZhou University，Lanzhou，730000，China)Abstract: The perceived risk, which have a major impact on consumer buying behavior and decisionmaking, is an important content of the study for the consumer behavior. Therefore, a prehensive understanding of perception of the risks of online shopping has bee the key to promote online shopping. Based on the trust model, this paper firstly summarized the studies of risk perception theory and the factors influencing perceived risks. Then the relationships among trust, consumer perceived risk and intention to purchase has been analysed. And we finally came to the conclusion that trust is the antecedent variable of perceived risk and that both trust and perceived ease of use have bined effects on perceived usefulness, and further on consumers’ attitude and willingness to buy. On the other hand, trust has a direct impact on purchase. Based on this, we proposed risk assessment model.Key Words: Trust Model。 Perceived Risk。 Consumers’ willin
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