基于感知风险理论的电子商务行业顾客参与驱动因素研究

Research on Driving Forces of Customer Participation in E-business Industry Based on Perceived Risk Theory

中文关键词:  感知风险  顾客参与  电子商务

英文关键词:perceived risk  customer participation  E-business

中文摘要:

      基于感知风险理论，以顾客参与度较高的电子商务行业为背景，构建理论模型并实证检验了感知风险各维度对顾客参与行为的驱动作用及主要人口统计变量的调节效应。研究发现，感知风险对顾客参与有明显的驱动作用，性别、年龄、职业、收入等人口统计变量对感知功能风险、服务风险的调节效应均不显著，对其他感知风险维度均有明显调节作用。

英文摘要:

      Based on perceived risk theory, taking the E-business industry with the customer participation relatively high, this paper constructs a theoretic model to make an empirical test on the driving forces of customer participation by various dimensions of perceived risk as well as the adjusting effect of main variables of demographic statistics. The research shows that perceived risk has a significantly positive influence on driving the customer participation. The variables of demographic statistics such as gender, age, occupation, income, etc. have no significant adjusting effect on perceived performance risk and perceived service risk, but have a significant adjusting effect on other dimension of perceived risk.