Whether Perceived Risk Influences Consumers’Multi-Channel Shopping Behavior?

摘要：

In this research we structure the framework of the relationship among perceived risk,perceived channel benefit and channel choice behavior,to investigate whether perceived risk influences consumers’multi-channel shopping behavior. The findings suggest there are some corresponding relationships between perceived risks and the multi-channel shopping behavior. When perceived risks are difference,the specific channels play different roles in reducing the corresponding risks. The higher the perceived channel benefit is, the more consumers tend to choose this channel. The higher perceived function risk to consumers is, the more they tend to purchase offline;the higher perceived time risk is, the more they tend to search information and purchase online;the higer perceived physical risk is, the more they tend to search information offline.

关键词： perceived risk perceived channel benefit,consumermulti-channel shopping behavior

作者: Guangling Zhang Lin Yang Muyang He

作者单位: Economics and Management School, WuHan University,Wuhan, 430072,China

会议类型: 国际会议

会议名称: The Ninth Wuhan International Conference on E-Business(第九届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 598-605

在线出版日期: 2010-05-29（万方平台首次上网日期，不代表论文的发表时间）