| C2C电子商务感知风险影响因素的实验研究 |
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| 引用本文： | 许博,邵兵家,杨海峰. C2C电子商务感知风险影响因素的实验研究[J]. 软科学, 2010, 24(7): 125-128 |
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| 作者姓名： | 许博 邵兵家 杨海峰 |
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| 作者单位： | 1. 复旦大学,管理学院,上海200433
2. 重庆大学,经济与工商管理学院,重庆400030 |
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| 基金项目： | 国家社会科学基金资助项目，重庆市科委自然科学基金资助项目 |
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| 摘 要： | 通过基于Web的实验系统模拟在线C2C市场交易过程,对网上消费者感知风险进行了研究。结果表明,买方在交易中的感知风险受到净收益、产品价格和种类、卖家的在线声誉和买方的风险态度以及受骗经历的影响。该结果对网上市场商业战略的制定具有指导意义。
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| 关 键 词： | 电子商务 网上市场 感知风险 影响因素 实验 |
Experimental Study of Influencing Factors of Perceived Risk in Online C2C Market |
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| XU Bo,SHAO Bing-jia,YANG Hai-feng. Experimental Study of Influencing Factors of Perceived Risk in Online C2C Market[J]. Soft Science, 2010, 24(7): 125-128 |
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| Authors: | XU Bo SHAO Bing-jia YANG Hai-feng |
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| Abstract: | This study conducts a comprehensive investigation of perceived risk. Data are collected from Chinese consumers through a Web-based experiment system that simulates the transaction process on online C2C markets. The results show that buyer's perceived risk for a transaction is influenced by the Net benefit,product price and type,seller's online reputation,and the buyer's risk attitude and defrauded experience. This study makes practical implications for online marketploicy on business strategy making. |
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| Keywords: | electronic commerce online market perceived risk influencing factors experiment |
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