| 国际电子商务研究中常用的感知风险分析方法 |
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| 引用本文： | 张宁,刘正捷,张军.国际电子商务研究中常用的感知风险分析方法[J].大连海事大学学报(社会科学版),2008,7(4):80-83. |
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| 作者姓名： | 张宁 刘正捷 张军 |
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| 作者单位： | 大连海事大学信息科学技术学院,辽宁,大连,116026 |
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| 摘 要： | 感知风险是国际电子商务研究中普遍关注的热点问题，也是消费者购买行为理论和模型的一个重要组成元素。通过国际主流感知风险研究的具体实例，介绍结构方程模型、模糊聚类分析、多变量方差分析等方法在国际电子商务中感知风险测量的实际应用，并对感知风险相关理论和方法应用于人机交互领域中的可行性进行探讨。
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| 关 键 词： | 国际电子商务 感知风险 结构方程模型 模糊聚类分析 多变量方差分析 |
Perceived risk analysis method in international E-commerce research |
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| ZHANG Ning,LIU Zheng-jie,ZHANG Jun.Perceived risk analysis method in international E-commerce research[J].Journal of Dalian Maritime University:Social Science Edition,2008,7(4):80-83. |
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| Authors: | ZHANG Ning LIU Zheng-jie ZHANG Jun |
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| Institution: | (College of Information Science and Technology Dalian Maritime Univ. , Dalian 116026, China) |
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| Abstract: | Perceived risk has been a hot button in international E-commerce research.It is also an important component in consumer purchase behavior theories and models.Through the introductions of specific examples on international mainstream perceived risk research,structure equation model,fuzzy cluster analysis,MANOVA,and other commonly used methods measuring perceived risk in international E-commerce study were illustrated in this paper.Finally,the paper discussed the feasibility of applications of perceived risk related theories and methods in human computer interaction area. |
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| Keywords: | international E-commerce perceived risk structure equation model fuzzy cluster analysis MANOVA |
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