The Study On Utility Of Perceived Risk Reduction Strategies In Internet Shopping

摘要：

The paper has conducted an empirical study on Chinese sample to measure the utility of risk relievers in Internet shopping. The outcome shows that Chinese consumers have their own preferences in choosing risk-reduction strategy. According to the utility scores of 16 risk relievers, it was found that Chinese consumers prefer increasing the certainty of purchase outcome to reducing the degree of loss. Such methods as cash on delivery, service guarantee, payment security, retailers reputation and local retailers are considered more useful and helpful when Chinese consumers evaluate the usefulness of the risk-reduction strategies in Internet shopping.

关键词： internet shopping perceived risk risk-relievers utility

作者: LI Baoling LIU Tongxia

作者单位: School of Publishing, Communication &-Management, Beijing Institute of Graphic Communication, Beijin School of Publishing, Communication &- Management, Beijing Institute of Graphic Communication, Beiji

会议类型: 国际会议

会议名称: 2010 International Conference on Management(2010管理国际大会)

会议地点: 上海

会议语种:英文

页码: 387-392

在线出版日期: 2010-07-24（万方平台首次上网日期，不代表论文的发表时间）