Empirical Research on perceived risk dimensions of online-shopping infant commodity
In this paper, Cronbach alpha coefficient, factor analysis and structure equation model are applied to analyze the reliability and validity of questionnaires and the fitting degree between data and model. Conclusion presents that the online-shopping perceived risk of infants mother can be divided into 8 dimensions: judgement risk, information risk, product risk, payment risk, data transmission risk, online-shopping operation risk, distribution risk and after-sale service risk. Among them, product risk plays a veto by one vote role. So enterprises who sale infant commodity online must propagandize product safety firstly, but other measures are also very necessary for lowering online-shopping perceived risk of infant mother effectively, such as creating online famous brand, more paying attention to feedback suggestion from online consumer, strengthening relationships with medias and attaching importance to details of online-shopping operation, etc.
Li Sizhi i Chengjun
Liaoning Technical University, Huludao, China
国际会议
International Conference on Management and Service Science(2011年第五届管理与服务科学国际会议 MASS 2011)
武汉
英文
1-4
2011-08-12（万方平台首次上网日期，不代表论文的发表时间）