产品因素对网络消费者感知风险的影响研究——以网络家电市场为例

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浙江财经学院硕士学位论文

摘要

近几年，随着网络购物的发展，网络家电市场亦有了较快的发展。但与其他

产品相比，网购家电产品的用户还较少，且对于不同类型的家电产品，消费者的

购买行为表现出明显的差异性。分析这种差异产生的原因，并提出相应的解决办

法变的刻不容缓。

感知风险理论是解释和预测消费者行为的一个重要理论。本文欲以该理论为

理论基础，以网络家电市场为研究对象，从产品因素的角度出发，探讨家电的产

品因素对网络消费者感知风险的影响，具体分析家电产品类别、价格水平、功能、

品牌知名度及售后服务要求对感知风险各维度的影响。本文的研究成果在一定程

度上丰富了基于产品视角的消费者感知风险理论，并对现有的感知风险构面在网

购家电情景下的适用性进行了检验。

在具体的研究过程中，本文主要做了以下工作：第一，理论模型的构建。通

过对感知风险、产品因素以及产品因素对感知风险影响的现有相关文献进行回顾，

在总结前人研究的基础上，构建了本文的研究模型，并依据研究模型和研究目的

提出了相关假设。第二，数据的搜集。本文的数据主要通过问卷调查的方式取得。

通过发放纸质问卷、电子问卷以及网络问卷的方式，共搜集到 310 份有效数据。

调查问卷主要是在引用现有的较为成熟的量表基础上，并结合本研究的具体情况

进行部分修改而成，第三，数据分析。数据分析主要应用 SPSS 统计软件进行，在

统计方法的选择上，本文主要应用了因子分析、独立样本 T检验、单因素方差分

析、皮尔逊相关分析以及多元线性回归分析等统计方法。通过对数据进行实证分

析，得出了以下结论：

（1）在网上购买不同类别的家电产品，消费者的感知风险有显著差异。具体

表现为购买大家电所感知到的经济风险要显著高于购买小家电，而产品类别对产

品风险、隐私风险、社会风险以及心理风险的影响不显著。

（2）家电产品的价格水平对网络消费者感知风险有显著影响。总体上表现为

家电产品的价格越高，消费者的感知经济风险越大，而价格对感知风险其他维度

的影响不显著。

（3）产品功能的丰富程度与网络消费者的感知经济风险、产品风险、隐私风

险以及心理风险呈显著正相关，即产品的功能越丰富，消费者在网上购买家电时

感知到的经济、产品、隐私及心理风险就越大。

（4）产品的品牌知名度与网络消费者的感知经济风险、产品风险及心理风险

呈显著负相关，即在网上购买的家电产品品牌知名度越高，消费者感知到的经济、

浙江财经学院硕士学位论文

产品及心理风险就越小。

（5）产品的售后服务要求与网络消费者的感知经济风险、产品风险、社会风

险及心理风险呈显著正相关，即在网上购买的家电产品售后服务要求越高，消费

者感知到的经济、产品、社会及心理风险就越大。

（6）由回归分析的结果可知，与产品的功能、品牌知名度相比，家电产品的

售后服务要求对消费者感知经济风险、产品风险及心理风险的影响最大，品牌知

名度次之，产品的功能对其影响最小。

（7）人口统计变量对网络消费者感知风险的影响。研究结果显示，女性在网

购家电的过程中，感知到的心理风险要显著高于男性，而年龄、学历、收入水平

等对感知风险的各个维度均无显著影响；网购次数越多的消费者，其在网购家电

的过程中，感知到的经济风险、产品风险及隐私风险则越小，而在社会风险及隐

私风险上，网购次数对消费者的感知风险无显著影响。

最后，针对上述研究结论，本文进行了相关讨论和分析，并就研究结论对家

电生产企业、网络家电零售商以及网络购物平台服务商提出如下建议：

（1）对于家电生产企业而言，首先应针对不同的家电产品，慎重选择网络销

售渠道；其次，应重视产品售后服务要求对网络消费者感知风险的影响；最后，

需加强产品品牌建设，提升产品的品牌知名度。

（2）对于网络家电零售商而言，首先应慎重选择在网上经销或代理的家电产

品；第二，需联合家电生产企业，做好相关产品的售后服务工作；第三，选择与

优秀的物流企业合作；最后，对于不同的消费者群体，应有针对性的开展网络营

销活动。

（3）对于网购平台服务提供商而言，一方面应完善网站安全支付技术，加强

自身的道德约束；另一方面应在技术上建立与家电生产企业及网络零售商的定向

沟通机制。

关键词：产品因素；网络消费者；感知风险；网络家电市场

浙江财经学院硕士学位论文

III

ABSTRACT

Internet appliance market has been a rapid development with the development of

online shopping in recent years. However, the number of online shopping appliance

users is still smaller compared to other products, and consumer buying behavior shows

significant differences for different types of home appliances. It is urgent to analysis the

causes of this differences and take the corresponding solution.

Perceived risk theory is an important one to explain and predict consumer behavior.

Based on this theory and from product factors, this paper discuss the impact on online

consumer perceived risk because of home appliance product factors and makes specific

analysis on impact of perceived risk dimensions from household electrical appliance’s

types、price、function、brand as well as the service requirements. To some extent, the

study of this paper enrich consumer perceived theory which base on product factors and

test he applicability of existing perceived risk dimensions.

This paper have done the following work in the process of particular study: Firstly,

the construction of theoretical model. This paper have constructed research model by

means of reviewing relevant literature relating to perceived risk, product factors and the

impact of product factors to perceived risk, it proposed the relevant hypothesis

according to research model and research purposes. Secondly, the data collection. This

data are mainly obtained through questionnaires. 310 valid questionnaires, which are

designed on the basics of mature scale and the specific circumstances of this study, are

collected primary through the issuance of paper questionnaires, electronic

questionnaires and web questionnaires. Thirdly, data analysis. Data analysis mainly

accroding to SPSS statistical data analysis software. At the choice of statistical methods,

his paper applied the factor analysis, independent sample T test, ANOVA , Pearson

correlation analysis and multiple linear regression analysis method. The following

conclusions are reached through empirical analysis of data:

(1)There are obvious differences in consumers’ perceived risk if they buy different

household electrical appliances. In detail, the more expensive products they buy, the

more risk they will perceive. However, the kinds of products have little effects on goods

risk, privacy risk, social risk and mental risk.

(2)The price of the home appliances has great effect on Online Consumers’

perceived risk. Generally speaking, the higher the price is, the risk consumers feel will

浙江财经学院硕士学位论文

be bigger. But the price has small effect on other risk factors.

(3)The richness of product features and network consumer perception of economic

risk, product risk, privacy risk, and psychological risk was a significant positive

correlation, that is, when consumer buy appliances online, the more product features,

the greater economic, product, privacy, and psychological risk they perceive.

(4)The product brand awareness and online consumer perception of economic risk,

product risk and psychological risk was significantly negatively correlated, that is, the

higher brand awareness of online appliances is ,the smaller economic, product, and

psychological risk they perceive.

(5) There were significantly positively correlated between product service

requirements and the consumer perception of economic risk, product risk, social risk

and psychological risk, that is, the higher requirements of online product service is, the

greater economic, product, and psychological risk they perceive.

(6)The results of the regression analysis shows that, compared to the product

features and brand awareness,after-sales service requirements of home appliances has

the greatest impact on the consumer perception of economic risk,product risk and

psychological risk, the followed is brand awareness, product features’ impact is

minimum.

(7)Demographic variables’s influence on the perceived risk of online

consumers .The research shows that the psychological risks Women perceived are

significantly higher than men in the process of buying appliances online, while the

age,education, income level have no significant effect on each dimension of perceived

risk .The more times consumers go shopping online, the the smaller the perceived risks

of economic risk, product risk and privacy risk in the process of buying appliances

online, while it turns to the Social Risk and the privacy risk, the times of shopping

online have no Significant effect on consumers’ perceived risk.

Finally, Based on the above results, we conduct discussions and analysis, and

according to the research findings , We make the following recommendations for

manufacturers of home appliances, network appliances retailers and online shopping

platform for service providers:

(1)In terms of the appliance manufacturers, First of all,as for different home

appliances, network of sales channels should be carefully chosen.Then,We should pay

attention to the influence of after-sales service requirements to the perceived risk of

online consumers. Finally, We need to strengthen brand building, and enhance the brand

浙江财经学院硕士学位论文

awareness.

(2)For network appliances retailers, first of all,they should be carefully select

online distribution or agency of household electrical appliances; secondly, they need to

combine with household appliance manufacturing business to do service work of related

products. Thirdly, establish partnership with excellent logistics enterprises. Finally,

targeted online marketing activities should be carried out for different consumer groups.

(3)For the service providers of online shopping platform, on the one hand,they

should improve the technology of web site security payment and enhance their moral

restraint; the other hand, they should establishe the directional communication

mechanism in technology with the appliance manufacturers and network retailers.

Key words: Product Factor；Online Consumer；Perceived Risk；Internet Appliance

Market

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摘要：

浙江财经学院硕士学位论文I摘要近几年，随着网络购物的发展，网络家电市场亦有了较快的发展。但与其他产品相比，网购家电产品的用户还较少，且对于不同类型的家电产品，消费者的购买行为表现出明显的差异性。分析这种差异产生的原因，并提出相应的解决办法变的刻不容缓。感知风险理论是解释和预测消费者行为的一个重要理论。本文欲以该理论为理论基础，以网络家电市场为研究对象，从产品因素的角度出发，探讨家电的产品因素对网络消费者感知风险的影响，具体分析家电产品类别、价格水平、功能、品牌知名度及售后服务要求对感知风险各维度的影响。本文的研究成果在一定程度上丰富了基于产品视角的消费者感知风险理论，并对现有的感知风险构面在网...

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