基于产品信息欺诈的消费者感知风险测量模型研究

产品信息欺诈是电子商务欺诈的典型代表，提高消费者对产品信息欺诈的风险感知，已成为保障网络交易空间安全的关键。为度量消费者在电商交易中对产品信息欺诈的感知风险，基于产品信息欺诈特征，提出了感知风险分为产品评价风险、价格风险、推荐信息风险、配套服务风险和产品信息展示风险等五个维度，开发了“我认为商品评价不是消费者做出的真实评价，是商家刷的”等24个测量题项。建构并验证五维度一阶因子模型、单维度二阶因子五维度一阶因子模型的感知风险结构的测量模型，提出了后者的测量结构更优，有助于对消费者感知行为进行量化研究。

Research on Consumer Perceived Risk Measurement Model Based on Product Information Fraud

Product information fraud is a typical representative of online shopping fraud. Improving consumer awareness of product information fraud risk has become the key to ensuring the security of network transaction space. To measure consumer perceived risk of product information fraud in e-commerce, we proposed the five dimensions of perceived risk, including perceived assess risk, perceived price risk, perceived information risk, perceived service risk and perceived information display risk based on the literature reviews about the characteristics of product information fraud. And on this basis, this paper has developed 24 projects as a measurement index, presented and compared two different measurement models of perceived risk. It will provide a scientific theoretical support and efficient research tool for the study of consumer perception behavior.