面向网络零售的感知风险与购买意愿相关性
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摘要
为了探究网络零售交易过程中买家的感知风险与购买意愿之间的影响关系,从感知风险及其影响因素出发,结合网络零售流程,确定面向网络零售的风险维度为财务风险、功能风险、时间风险和隐私风险,感知风险的影响因素则归纳为商家、产品、物流、网站四个方面。通过模型假设检验和问卷调查相结合的方法进行实证研究,结果表明:感知风险影响因素中的卖家声誉、产品质量、网站建设等因素显著负向影响感知风险中的财务风险、功能风险和时间风险;物流支持显著负向影响感知风险中的财务风险、功能风险、时间风险以及隐私风险;感知风险中的财务风险、功能风险和隐私风险显著负向影响购买意愿;感知交易风险在交易相关信息和购买意愿之间起中介作用。因此,应建立风险预控体系,从感知风险的影响因素出发进行风险预控,进而减少买家的感知风险,维护其合法权益,保障网络零售健康发展。一是网络零售平台对注册的商家进行甄选,并建立评价机制、畅通投诉渠道,以保证商家可信;二是加强监管、防止虚假宣传,以保证商品质量;三是提升物流服务水平、加强隐私保护,以保证物流质量;四是拓宽网络零售平台反馈评价渠道、完善安全机制,以保证平台服务质量。
In order to explore the relationship between perceived risk and purchase intention of buyers in the online retail transaction process,starting from the perceived risk and its influencing factors and combined with the online retail process,the authors determine that the influencing factors of such risk dimensions of online retail as financial risk,functional risk,time risk and privacy risk are summarized into four aspects:merchant,product,logistics and website. An empirical study is conducted on the influencing factors of perceived risk,the type of perceived risk,and the correlation between purchase intentions. The results show that:factors such as seller reputation,product quality and website construction in the risk-aware factors have a significant negative impact on financial risk,functional risk and time risk in perceived risk;logistics support significantly negatively affects financial risk and function in perceived risk;financial risk,functional risk and privacy risk in perceived risk significantly negatively affect purchase intention;and perceived transaction risk plays a mediating role between transaction related information and purchase intention. So we should,starting from the influencing factors of perceived risks,establish risk prevention system to control the risk,which will in turn reduce the buyers' perceived risk,protect their legal right and interests,and guarantee the health development of online retail. Specifically speaking,we should establish evaluation mechanisms and complaint channels,strengthen supervision and prevent false propaganda to ensure the quality of goods,improve the quality of logistics services,guarantee the quality of goods in logistics services,and strengthen the protection of privacy to ensure the logistics quality,and expand online retail platform feedback evaluation channels and security mechanisms to ensure platform service quality.
In order to explore the relationship between perceived risk and purchase intention of buyers in the online retail transaction process,starting from the perceived risk and its influencing factors and combined with the online retail process,the authors determine that the influencing factors of such risk dimensions of online retail as financial risk,functional risk,time risk and privacy risk are summarized into four aspects:merchant,product,logistics and website. An empirical study is conducted on the influencing factors of perceived risk,the type of perceived risk,and the correlation between purchase intentions. The results show that:factors such as seller reputation,product quality and website construction in the risk-aware factors have a significant negative impact on financial risk,functional risk and time risk in perceived risk;logistics support significantly negatively affects financial risk and function in perceived risk;financial risk,functional risk and privacy risk in perceived risk significantly negatively affect purchase intention;and perceived transaction risk plays a mediating role between transaction related information and purchase intention. So we should,starting from the influencing factors of perceived risks,establish risk prevention system to control the risk,which will in turn reduce the buyers' perceived risk,protect their legal right and interests,and guarantee the health development of online retail. Specifically speaking,we should establish evaluation mechanisms and complaint channels,strengthen supervision and prevent false propaganda to ensure the quality of goods,improve the quality of logistics services,guarantee the quality of goods in logistics services,and strengthen the protection of privacy to ensure the logistics quality,and expand online retail platform feedback evaluation channels and security mechanisms to ensure platform service quality.
引文
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[11]李宝玲,李琪.网上消费者的感知风险及其来源分析[J].经济管理,2007(2):78-83.
[12]袁亮,吴佩勋.基于结构方程模型的线上展示、感知风险与购买意愿[J].统计与决策,2017(22):183-185.
[13]刘建刚,韩楠,张美娟,钟昌宝.生鲜电商平台消费者购买决策影响因素实证研究[J].常州大学学报(社会科学版),2018,19(6):38-46.
[14]崔保军,余伟萍.群发性产品伤害危机对消费者感知品类风险影响的实证研究[J].河南师范大学学报(哲学社会科学版),2017,44(4):79-84.
[15]杜玮.旅游购物感知风险对旅游购物决策过程的影响分析——以海南旅游购物为例[J].中国商论,2017(34):51-52.
[16]赵冬梅,纪淑娴.信任和感知风险对消费者网络购买意愿的实证研究[J].数理统计与管理,2010,29(2):305-314.
[17]梁健爱.顾客感知风险对网络零售商惠顾意愿影响实证研究[J].企业经济,2012(8):110-114.
[18]DODDS W B,KENT B,et al.Effects of price,brand and store information on buyers'product evaluation[J].Journal of marketing research,1991(28):307-319.
[19]周浩,龙立荣.共同方法偏差的统计检验与控制方法[J].心理科学进展,2004,12(6):942-950.
[20]吴明隆.问卷统计分析实务——SPSS操作与应用[M].重庆:重庆大学出版社,2010:130-157.
[21]HAIR,JOSEPH F J,et al. Multivariate Data Analysis[M].6th ed.Upper Saddle River,NJ:Prentice-Hall,2006:81-98.
[2]BAUER,R.A. Consumer behavior as risk taking[C]//Hancock R S. Dynamic marketing for a changing world——proceedings of the 43rd conference of the american marketing association,1960:389-398.
[3]CUNNINGHAM S M.The major dimensions of perceived risk[C]//Cox D F.Risk taking and information handling in consumer behavior. boston:graduate school of business administration.Cambridge:Harvard University Press,1967:82-108.
[4]谢识予.经济博弈论[M].3版.上海:复旦大学出版社,2011:57.
[5]苏航.电商平台中卖家信息展示道德失范问题研究[D].长春:吉林大学,2015.
[6]张璇.电子商务信息不对称与网络购物风险分析[J].商业经济研究,2017(2):84-86.
[7]崔保军.产品伤害危机情境下消费者感知风险的研究述评与展望[J].商业经济与管理,2015(4):65-73.
[8]董大海,李广辉,杨毅.消费者网上购物感知风险构面研究[J].管理学报,2005,2(1):55-60.
[9]井森,周颖,王方华.网上购物感知风险的实证研究[J].系统管理学报,2007,16(2):164-169.
[10]LIM,NENA.Consumer’s perceived risk:source versus consequences[J].Pacific Asia conference on infornation,2003,2(3):216-228.
[11]李宝玲,李琪.网上消费者的感知风险及其来源分析[J].经济管理,2007(2):78-83.
[12]袁亮,吴佩勋.基于结构方程模型的线上展示、感知风险与购买意愿[J].统计与决策,2017(22):183-185.
[13]刘建刚,韩楠,张美娟,钟昌宝.生鲜电商平台消费者购买决策影响因素实证研究[J].常州大学学报(社会科学版),2018,19(6):38-46.
[14]崔保军,余伟萍.群发性产品伤害危机对消费者感知品类风险影响的实证研究[J].河南师范大学学报(哲学社会科学版),2017,44(4):79-84.
[15]杜玮.旅游购物感知风险对旅游购物决策过程的影响分析——以海南旅游购物为例[J].中国商论,2017(34):51-52.
[16]赵冬梅,纪淑娴.信任和感知风险对消费者网络购买意愿的实证研究[J].数理统计与管理,2010,29(2):305-314.
[17]梁健爱.顾客感知风险对网络零售商惠顾意愿影响实证研究[J].企业经济,2012(8):110-114.
[18]DODDS W B,KENT B,et al.Effects of price,brand and store information on buyers'product evaluation[J].Journal of marketing research,1991(28):307-319.
[19]周浩,龙立荣.共同方法偏差的统计检验与控制方法[J].心理科学进展,2004,12(6):942-950.
[20]吴明隆.问卷统计分析实务——SPSS操作与应用[M].重庆:重庆大学出版社,2010:130-157.
[21]HAIR,JOSEPH F J,et al. Multivariate Data Analysis[M].6th ed.Upper Saddle River,NJ:Prentice-Hall,2006:81-98.
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