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摘要
Perceived risk research has drawn much attention in recent years. In investigating the roles that perceived risk plays in consumers' online purchasing behavior, most of the studies viewed perceived risk as high-level surrogate construct, and a few focused on one or several risk facets. Few studies, however, distinguished how different sources of perceived risk influence consumers' purchase behavior. We thus seek to fill this research gap in this study. Based on value transfer process and components, we theoretically decompose online purchase perceived risk into three major source components: uncertainty of transaction cost, product performance and consumer's individual anxiety, and propose how they bring their respective impacts to consumers' purchase behavior. By introducing some other online shopping involved factors as control part, we propose a more comprehensive conceptual research model. Empirical results from a field survey in China shows that different sources of perceived risk bring distinct effects to purchase behavior. Perceived risks from individual anxiety were found to have significant influences on consumers' satisfaction and re-purchase intention, while risks from transaction cost affect only satisfaction. Moreover, risks perceived from product performance were even found to have positive impact on re-purchase intention. Our study provides insights into how different sources of perceived risk influence consumers' purchase behavior.
- 出版日期2015
- 单位哈尔滨工业大学; 美国弗吉尼亚理工大学(Virginia Tech)
