网上购物中的认知风险和消费者相关影响因素
The perceived risk in online shopping and consumer-related factors
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在电子商务不断成长发展的今天，了解消费者对网上购物的感受，找到阻碍消费
者网上购物的原因己成为消费者研究者的当务之急。大量的研究表明，消费者在网上
购物认知到的风险成为阻碍消费者进行网上购物的决定性因素之一。因此全面了解消
费者网上购物中认知风险已经成为理解网络环境中消费者行为，促进消费者网上购物
的关键。
本研究通过文献分析、深度访谈、焦点小组、用电子邮件进行问卷调查等多种定
性和定量相结合的方法，探讨了消费者在网络环境中的认知风险。
研究共分为三个部分。研究一探讨了消费者网上购物时认知风险的维度。结果表
明:在网上购物环境中，消费者感受到的总体风险可以分成财务风险、绩效风险、隐
私风险、心理风险、时间风险、社会风险和身体风险这7个维度。并且这7个风险维
度对总体风险变异的解释达到63%左右。
研究二探讨了网上购物环境消费者相关变量对中总体风险的影响。结果表明:网
络知识、网络创新性、体验导向、经济导向和焦虑度这几个因素对总体认知风险有显著
的影响。消费者相关因素对总体认知风险变异的解释量为17%左右。
研究三探讨了风险维度对研究二中消费者相关变量和总体风险之间关系的影响以
及消费者相关变量对各风险维度的影响。结果表明，消费者相关变量通过7个风险维度
对总体风险起作用。并且不同风险维度受到不同消费者相关因素的影响。
关键词:网上购物消费者认知风险消费者相关因素风险维度

Abstract
With the development of E-Commerce, it is an urgent issue for consumer researcher to know
consumers' feeling about online shopping and to find the barriers of their online shopping. A lot of studies
have indicated that consumer perceived risk has stopped consumer fi-om online shopping. So it's crucial to
fully understand consumers' perceived risk in online shopping for understanding consumer online
behavior and encourage them to adopt online purchasing.
This study explore consumers' perceived risk in online situation through many combined qualitative
and quantitative research 无忧论文 【http://www.uklunwen.com】method such as literature analysis, in-depth interview, focus group and
questionnaire survey by e-mail.
It consists of three parts. Study 1 examines the dimensions of consumers' perceived risk in
online-shopping. Results suggest that consumer perceived overall risk can be composed of 7 dimensions,
including financial risk, performance risk, privacy risk, psychological risk, time risk, social risk and
physical risk.
Study 2 explores the impact of consumer-related variable on overall risk in online shopping context.
Findings suggests that: Internet knowledge, Internet innovation, experience orientation, economic
orientation and anxiety has a prominent influence on perceived overall risk. Consumer-related factors
account for 17% of the variance of overall risk
Study 3 investigates the impact of risk dimensions on the relationship of consumer-related variables
and overall risk as well as the impact of consumer-related variables on diferent risk dimensions. Results
show that consumer-related variables influence overall risk through 7 risk dimensions and that diferent
variable has a diferent impact on risk dimensions.
Key Words: Online shopping Consumer Perceived risk Consumer-related factors Risk dimensions