网络零售中影响消费者购买意愿因素研究【外文翻译】 &nbsh1; 外文翻译 TResearch on the Determinants of Purcha s ing Intention in Online Shopping ——From the Pe rspe ctive of Trust a nd Perceive d Risk Material Source: Chalmers University ofTechnology A...
外文翻译
Perceive d Risk
Material Source: Chalmers University ofTechnology Author: Ola Hultkrantz In online shopping ， consumers can not obtain comprehensive products
information by seeing and touching. And they may even worry about the transaction security. Online shopping offers a transaction situation with distrustful factors and high perceived risks.So in addition to providing cheap prices and continent purchasing services ， it is more important for online stores to meet consumers’psy chological requirement of security. This article proposes a purchasing intention influence model based on trust and perceived risk theories，and presents the development and validation of scales of model variances. Empirical research is conducted based on interview and questionnaire survey. SEM analysis is used to explore the influences of online stores’brand image，sales management，services， technology security，and consumers’disposition to trust on consumers’trust and perceived risk，as well as their effects on purchasing intention. Finally，the article
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