| 网上购买行为的风险感知与防范 |
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| 引用本文： | 周燕,武小华.网上购买行为的风险感知与防范[J].绵阳师范学院学报,2010,29(12). |
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| 作者姓名： | 周燕 武小华 |
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| 作者单位： | 绵阳师范学院财务处; |
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| 摘 要： | 消费者在线购物的低参与度已经引起了国内外学者的广泛关注,感知风险理论的引入对于解释网上购买行为作出了有力的解释.本文通过对现有的关于网上购物感知风险类型的研究进行分析,大部分研究是借用传统购物环境下的感知风险类型代替网上购物的感知风险类型,着重从网上购物与传统交易方式的不同之处,分析消费者在选择在线交易所感知到的风险因素.因此,有必要对消费者网上购物的感知风险类型进行更为深入和细致的研究,从而提出一些降低网上购物感知风险的措施.
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| 关 键 词： | 网上购物 感知风险 应对措施 |
A Discussion on the Risk Perception of the On-line Purchasing |
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| ZHOU Yan,WU Xiao-hua.A Discussion on the Risk Perception of the On-line Purchasing[J].Journal of Mianyang Normal University,2010,29(12). |
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| Authors: | ZHOU Yan WU Xiao-hua |
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| Institution: | ZHOU Yan,WU Xiao-hua(Department of Finance Management,Mianyang Normal University,Mianyang,Sichuan,China 621000) |
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| Abstract: | Consumers' low participation in online purchasing has aroused wide attention among researchers home and abroad.The theory of risk perception,however,has offered a sound explanation about the online purchasing activities.After an analysis of the current researches on the risk perception of the online purchasing,this paper has founded that the shortcomings of the most current researches lie in three aspects: using the risk perception types in the traditional purchasing environment to replace that of online pu... |
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| Keywords: | online purchasing risk perception countermeasures |
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