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消费者网上感知风险多层影响因素体系分析

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摘要 缺乏信任是目前阻碍电子商务发展的原因,而网上感知风险是影响消费者信任的最主要原因。网上购物的虚拟性及不完善的基础体系使网上消费者感知风险更为强烈。本文利用多层结构方程模型来分析消费者网上信任的多层影响因素,构建了消费者网上感知风险多层影响因素体系,为网上服务商制定或改进营销策略,以减少消费者的风险感,从而刺激购买行为的发生提供理论指导。
作者 魏毅峰 张亮
出处 《商场现代化》 北大核心 2007年第03S期85-86,共2页
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参考文献4

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