| 电视购物消费者知觉风险与购买决策行为分析 |
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| 引用本文： | 陈佳,齐元,陈毅文,孔寅平. 电视购物消费者知觉风险与购买决策行为分析[J]. 管理评论, 2011, 0(5) |
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| 作者姓名： | 陈佳 齐元 陈毅文 孔寅平 |
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| 作者单位： | 中国科学院心理研究所;中国科学院研究生院;西北大学公共管理学院; |
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| 基金项目： | 中国科学院知识创新工程重要方向项目(KSCX2-YW-R-130) |
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| 摘 要： | 电视购物作为一种无店铺营销的商业零售模式,在国内的发展中一直深受信任危机的困扰。本研究引入心理学知觉风险的概念,通过调查目前消费者对电视购物的风险知觉及其购买行为,来了解目前国内电视购物的消费者对电视购物有怎样的风险知觉,消费者对电视购物的风险知觉对其购买决策有怎样的影响,以及消费者特征、消费者对电视购物的风险知觉和其购买决策行为之间的关系和影响作用。
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| 关 键 词： | 电视购物 消费者特征 购买决策行为 知觉风险 |
Perceived Risk and Purchasing Decision Analysis of TV Shopping Consumers |
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| Chen Jia,Qi Yuan,Chen Yiwen , Kong Yinping. Perceived Risk and Purchasing Decision Analysis of TV Shopping Consumers[J]. Management Review, 2011, 0(5) |
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| Authors: | Chen Jia Qi Yuan Chen Yiwen Kong Yinping |
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| Affiliation: | Chen Jia~(1,2),Qi Yuan~3,Chen Yiwen~1 and Kong Yinping~(1,2) (1.Institute of Psychology,Chinese Academy of Sciences,Beijing 100101,2.Graduate University of Chinese Academy of Sciences,Beijing 100049,3.School of Public Management,Northwest University,Shanxi 710069) |
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| Abstract: | TV shopping is promising as one of non-store retail models,but its development has been greatly hampered by the trust crisis in domestic market.Applying the questionnaire,this research investigates consumers' TV shopping perceived risk and their purchase decision making behaviors,and tries to identify the types of perceived risk and the impact on the purchase decision making of the domestic consumers,and the relationship and interaction among the characteristics of consumer,perceived risk and purchase decis... |
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| Keywords: | TV shopping consumer characteristics purchase decision making perceived risk |
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