交易成本视角下B2C电子商务网络购物的感知风险研究

中国绝大多数网民并不通过网络进行购物,因为消费者对网络购物的感知风险太高。以交易成本理论为视角,在对网络购物的感知风险进行文献综述的基础上,提出消费者感知的各种交易成本对感知风险和购买意愿影响的研究假设,通过实地调研收集资料,对假设进行验证。实证分析结果表明,消费者网络购物感知的学习成本、搜索成本、时间成本、货币成本和风险成本影响感知风险以及最终购买意愿,企业可以通过降低消费者感知的各种交易成本降低感知风险。

The Research on the Perceived Risks of Online Shopping in B2C E-commerce from the Perceived of Transaction Cost Theory

Due to the high perceived risks on online shopping,many customers don＇t purchase from the Internet.In this paper,the authors point out research hypothesis about the impact customers＇ perceived various transaction costs in the process of online shopping on their perceived risk and purchase intent,based on the literature review from perspective of transaction cost theory.Then the authors collect data through field investigation and make analysis about the research hypotheses.Empirical results show that consumers＇ perceive study costs,search costs,time costs,monetary costs and risk costs when shopping online have an impact on perceived risk and purchase intention.So e-commerce enterprises can reduce various transaction costs customers perceived in order to reduce perceived risk.