The Research on E-marketing Strategy Based on Consumers Perceived Risk

摘要：

　　With the rapid development of B to C in China,e-marketing has become an important component in businesss marketing strategy.However,virtual Internet,unperceivable subjects and objects,together with the non-synchronization in transaction process have increased consumers uncertainty in the process of online shopping.This kind of uncertainty in turn exacerbates the perceived risk of Internet consumers and affects consumers decision and behaviors.The paper analyzed Internet consumers perceived risk and the related reasons,then proposed a set of effective e-marketing strategies for companies doing e-business based on consumers perceived risk.

关键词： Internet Environment Perceived Risk E-marketing Strategy

作者: LI Baoling HUI Sili

作者单位: School of Economics &Management,Beijing Institute of Graphic Communication,Beijing,P.R China,102600 International School,Beijing University of Post Telecommunication,Beijing,P.R.China,102209

会议类型: 国际会议

会议名称: The 5th International Institute of Statistics & Management Engineering Symposium (第五届(2012)国际统计与管理工程学术研讨会(IISMES2012))

会议地点: 青岛

会议语种:英文

页码: 743-748

在线出版日期: 2012-07-20（万方平台首次上网日期，不代表论文的发表时间）