In-depth Study on the Influence of Internet Perceived Risk on the E-WOM

摘要：

This empirical stuay explores the relationship between intemet perceived risk and E-WOM. In this study,internet perceive risk is divided into four dimensions based on exsited literrature which are intemet core-service risk,intemet associated risk, internet privacy risk and intemet fake risk, and E-WOM is studied from information releasing and opinion seeking perspective as an input variabe of consumer purchasing progress.Finally,the study found that all four internets perceived risks have posive effect on E-WOM.Moreover,the high perceived risk will lead to frequent information releasing, information searching is still the most important measure for consumers to reduce their internet perceived risks and consumers with high perceived risk are more prone to search for E-word-of-mouth information actively.

关键词： Internet Perceived risk E-WOM

作者: GUO Guoqing YAO Yanan YU Lianzhao

作者单位: Business School,Renmin University of China,Beijing,P.R.China,100872

会议类型: 国际会议

会议名称: 2010 Summit International Marketing Science and Management Technology Conference(2010年国际营销科学与管理技术大会)

会议地点: 浙江绍兴

会议语种:英文

页码: 296-300

在线出版日期: 2010-08-07（万方平台首次上网日期，不代表论文的发表时间）