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摘 要
目前我國網上購物的水平遠遠落后于歐美等發(fā)達國家，且其發(fā)展速度相對緩慢，國內網民感覺網上購物的風險較高，在體驗這一全新購物方式時顧慮重重。而消費者對網上購物的顧慮和風險感知正是其在線購買的主要障礙。因此深入了解消費者網上購物的感知風險成為促進網民在線購買、發(fā)展我國網上購物的關鍵。
本文選取高科技數碼產品作為實證產品，運用SPSS統(tǒng)計分析軟件對通過問卷調查和訪談獲取的數據進行處理，探討了消費者網上購物的感知風險、消費者減少感知風險的策略行為以及潛在網絡消費者與現實網絡消費者的差異。研究得出：消費者網上購物的感知風險包括產品風險、安全交易風險、消費者網購伴隨風險、零售商相關服務風險四個方面內容；并且消費者感知到風險時會采取四種行為來減少和規(guī)避風險，分別是減小交易時空隔離、信息搜尋與比較、購買知名價高產品、尋求商家保證；本文將網絡消費者分為潛在消費者和現實消費者，發(fā)現在感知風險上潛在網絡消費者和現實網絡消費者有明顯差異，而在減少感知風險的策略行為上差異不顯著。
此外，在統(tǒng)計分析的基礎上，從感知風險角度為網絡企業(yè)提供降低消費者感知風險、吸引潛在顧客和維系現實顧客的建議。
本文的創(chuàng)新之處在于：
第一，得出感知風險的四個維度與減少風險的四種策略行為，這能使企業(yè)更好地了解消費者，從而采取有效策略增強消費者網上購物的信心，提高企業(yè)網絡營銷的效率。
第二，根據感知風險的影響因素在消費行為結果上的映射，將網絡消費者分為潛在網絡消費者和現實網絡消費者。尤為重要的是，從這一視角出發(fā)，系統(tǒng)地分析了潛在與現實消費者網上購物的感知風險與策略行為的差異，并由此提出了相關對策建議；這不僅為我國企業(yè)降低消費者網上購物感知風險提供了新思路，而且為市場營銷學的理論研究拓展了一定的內容與范疇。

關鍵詞：網上購物；感知風險；策略行為

ABSTRACT
The level of shopping online in China is significantly lower than the American and Europe, and the developing speed is slower than them. The higher risk has been sensed by netizen in China, and there are some misgivings when they experience the new style of shopping. The perceived risk of consumer becomes the main hinder of shopping online. So it is critical to understand the behaviors of consumer under the condition of network and promote consumer to shopping online that understand the perceived risk of consumer completely.
Taking high-tech digital products as empirical object, this paper processes the data which been gotten through the questionnaire investigation and interviews by SPSS, and investigates the perceived risk and risk reducing behavior of consumer’s shopping online. It concludes like this: Firstly, there are four kinds of risks, including the product risk, the security transaction risk, consumer shopping online associated risk, and retailer service correlating risk. Secondly, there are four kinds of behaviors to reduce the risks, includes reducing the time and space calculation of trading, searching for information and comparison, purchasing the famous and high price products, and seeking the guarantee of company. Thirdly, this paper divides the internet consumer into potential consumer and realistic consumer, and there is a obviously difference on the perceived risk between the two kinds of the consumer, however the difference on the behaviors is not significant.
Based on the analysis of data，in the view of the perceived risk, this paper provides some suggestions for company to reduce the perceived risk, attract potential consumer and maintain realistic consumer.
There is something blazingly new in this paper that, first of all, dividing the perceived risk into 4 dimensions and concluding 4 strategic behaviors to deduce the perceived risk makes the enterprises understand the consumer better. Secondly, dividing the internet consumer into potential consumer and realistic consumer and making systematic analysis of the difference of the two consumers, not only provide new ideas for our company to deduce the perceived risk, but also expand content and scale of the research of the marketing.
Key Words: Shopping online; Perceived risk; Strategic behavior
目 錄
第1章 引言 1
1.1問題的提出 1
1.2國內外研究綜述 2
1.2.1關于消費者網上購物的感知風險維度 2
1.2.2關于消費者網上購物感知風險的影響因素 5
1.2.3關于消費者降低網上購物感知風險的策略行為 6
1.3研究目的與意義 7
1.4研究的主要內容與創(chuàng)新點 8
1.4.1主要內容 8
1.4.2創(chuàng)新點 8
第2章 研究變量設計 9
2.1網上購物的內涵 9
2.2網上購物的主要商品 9
2.3潛在網絡消費者和現實網絡消費者的涵義 10
2.4消費者網上購物的感知風險與策略行為的變量設計 11
2.4.1感知風險變量 11
2.4.2策略行為變量 14
第3章 數據分析與討論 15
3.1數據收集與整理 15
3.2感知風險變量的因子分析 16
3.2.1因子分析 16
3.2.2 信度檢驗和效度檢驗 19
3.3策略行為變量的因子分析 20
3.4潛在消費者與現實消費者的差異分析 21
3.4.1潛在與現實消費者網上購物的感知風險差異 22
3.4.2潛在與現實消費者網上購物的策略行為差異 24
第4章 結論與思考 27
4.1研究結論 27
4.1.1關于消費者網上購物的感知風險 27
4.1.2關于消費者減少感知風險的策略行為 27
4.1.3關于潛在與現實消費者網上購物感知風險與策略行為的差異 27
4.2 從感知風險角度對企業(yè)網絡營銷的思考與建議 28
4.2.1企..