B2C电子商务中感知风险降低策略的有效性研究

邵兵家¹，鄢智敏¹，鄢勇俊²

(1.   重庆大学经济与工商管理学院，重庆  400030;

2.广东省清远市食品药品监督管理局，清远 511515)

摘要：降低感知风险是促进消费者网上购物的有效途径。以书籍和服装作为搜索型和体验型商品的代表，通过网上模拟实验调查的方式对主要风险降低策略在中国的有效性进行了实证检验。研究结果表明，网上消费者对体验型商品所感知的在绩效风险、心理风险和物理风险显著大于搜索型商品，在社会风险、经济风险和隐私风险方面却没有显著差异；支付安全性、网站声誉、在线展示、退款保证、更换商品是消费者认为最有效的五种降低在线购买感知风险的策略。

关键词：B2C;电子商务;感知风险;降低策略

中图分类号：F724.6     文献标识码：A

Utility of Perceived Risk Reduction Strategies in B2C E-commerce

Shao Bingjia¹, Yan Zhimin¹，Yan Yongjun²

(1. College of Economics & Business Administration, Chongqing niversity;

2.GuangDong QingYuan Food & Drug Administration)

Abstract: Reducing perceived risk is an effective way to boost consumer’s online purchasing behavior. In order to validate utility of risk-relievers in electronic buying situations in China, a large-sample empirical study was conducted for book and cloth. The result shows that performance risk, psychological risk and physical risk are found to be significantly different across purchase categories, while the other four risks not. In addition, payment security, website reputation, viewing the good on the screen, money-back guarantee, exchanging good are thought to be the most effective strategies to reduce perceived risk in online purchasing.

Key words: B2C; electronic commerce; perceived risk; reduction strategies

 基金项目:  中国博士后科学基金资助项目（2005037551）重庆大学骨干教师资助基金 (20030A02)  

  2006年第4期《软科学》刊出