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Influence of consumersrsquo; perceived risk on consumersrsquo; online purchase intention

消费者感知风险对消费者在线购买意愿的影响

Shaizatulaqma Kamalul Ariffin, Thenmoli Mohan, Yen-Nee Goh

译者：营销1501班陈媛媛 学号：0121503920636

ABSTRACT

摘要

Purpose – This paper aims to examine the relationship between six factors of consumersrsquo; perceived risk and consumersrsquo; online purchase intentions. In particular, this study will examine the relationship between financial risk, product risk, security risk, time risk, social risk and psychological risk and online purchase intention.

目的—— 本文旨在研究影响消费者感知风险的六个因素与消费者在线购买意愿之间的关系。本研究将着重研究财务风险、产品风险、安全风险、时间风险、社会风险和心理风险与在线购买意愿之间的关系。

Design/methodology/approach – Survey method was used for the purpose of data collection, and quantitative analysis was used to test the hypotheses. A total of 350 respondents participated on an online survey, and data were quantitatively analyzed via IBM SPSS Statistics 24.

设计/方法/方式——调查方法的运用在于收集数据，以便开展定量分析，对假设进行检验。在本次研究中，共有350名受访者参与了此次的在线调查，最后运用软件IBM SPSS Statistics 24对收集到的数据进行定量分析。

Findings – The findings from this study suggest consumersrsquo; perceived risks will influence on consumersrsquo; online purchase intention. Five factors of perceived risk have a significant negative influence on consumer online purchase intention, while social risk was found to be insignificant. Among these factors, security risk is the main contributor for consumers to deter from purchasing online.

调查结果—— 本次研究的结果表明消费者的在线购买意愿会受感知风险的影响。研究表明，消费者感知风险中的五个因素对消费者的在线购买意愿具有显著的负面影响，而另一个因素——社会风险产生的影响是微乎其微的。在这六个因素中，安全风险是削弱消费者在线购买意愿的主要因素。

Practical implications – This study provides useful information to online retailers in electronic commerce activities. Previous studies show that many online retailers are still facing some risks in online business, and this will affect the transaction and performance of the retailers. It is hoped that the findings can help online retailers to formulate strategies to reduce risks in the online shopping environment, especially security risks for better e-commerce environment.

实践意义——本研究为在线零售商提供开展电子商务活动相关的有用信息。此前的研究已然表明，许多在线零售商在开展在线业务时仍面临着一定的风险，这将会影响在线零售商的交易额于业绩表现。希望本次的研究结果可以帮助在线零售商制定相关策略以期降低在线购物环境中存在的风险，尤其是降低安全风险以创造一个更为完善电子商务环境。

Originality/value – The development of online shopping has led to some challenges to consumers, which comprise security of payment, data protection, the validity and enforceability of e-contract, insufficient information disclosure, product quality and enforcement of rights. This issue emerged because many online retailers do not understand the main factors that will contribute to consumersrsquo; perceived risk. Consumersrsquo; perceived risks will influence consumer attitude toward online shopping. Studies on consumersrsquo; perceived risks toward online purchase intentions are still inconclusive. Thus, this paper fills the gap in the research area.

创意/价值—— 在线购物的发展给消费者带来了一些挑战，包括支付安全、数据保护、电子合同的有效性和执行能力、信息披露不足、产品质量和权利的执行。之所以出现这些问题，主要在于许多在线零售商不了解会对消费者的风险感知产生影响的因素。消费者的风险感知将影响消费者对在线购物的态度。目前，关于消费者的风险感知对消费者在线购买意愿的影响的研究仍然没有定论，因此，本文可以填补本领域的研究空白。

Keywords: Online shopping, Security, E-commerce, Quantitative research,Online consumer behaviour

关键词：在线购物；安全；电子商务；定量研究；在线消费者行为

1. Introduction

Online shopping is a viable preference to consumers as the internet has become an essential tool for communication and business worldwide. The Internet World Stats (2018) reported that there are more than four billion internet users in 2017, and it is a 577 percent growth as compared to the total population of internet users in year 2000. The Asian region conquers 49.2 per cent of the total number of internet users. In 2017, an estimated 1.66 billion people worldwide purchased goods online; the total number of internet users had triggered $2.3tn of the sales from the internet, and projections show a growth of up to $4.48tn by 2021 (Statista, 2018).It showed that the internet had revolutionized the business to online shopping (Bourlakiset al., 2008).

1.引言

随着互联网已成为全球范围内重要的通信和商业工具，在线购物成了消费着的行为偏好。据2018年互联网世界统计数据报告可知，2017年互联网用户超过40亿，相较于2000年的互联网用户数同比增长577％。其中，亚洲地区的互联网用户数占比49.2％。 2017年，全球范围内约有16.6亿人进行了在线购物; 全球的互联网用户激发了2.3万亿美元的互联网销售额，且这一数额将会进一步增长，到2021年(Statista, 2018)预计将高达4.48万亿美元。这表明，互联网已然成功得将商业革新为在线购物(Bourlakiset al., 2008)。

With the availability of access to internet-connected computers, as well as mobile phones and tablet computers, be it at home, office or at facilities such as public libraries, restaurants and cybercafeacute;s, nowadays, this trend of shopping has become a common mode of transaction. It has become a part of daily life ranging from purchase of flight tickets,booking hotel rooms, movie tickets, fashionable apparel and beauty products and is now also embracing toward online grocery. Among the items bought by e-consumers, travelrelated products top the list at 82.2 per cent, followed by books (69 per cent) and general consumer goods (59 per cent) (Ling et al., 2012).

互联网用户们无论是在家里、办公室，还是在公共图书馆，餐馆和网吧等公共设施，都可以通过连接互联网的电脑、手机和平板电脑上网。如今，在线购物已经成为一种常见的交易方式。在线购物已然成为人们日常生活中的一部分，内容涵盖购买机票、预订酒店客房、购买电影票、时尚服装和美容产品，现在也开始涉及在线食品杂货店的发展。在线消费者购买的商品中，与旅游相关产品已占比82.2％居于榜首，其次是书籍（69％）和一般消费品（59％） (Ling et al., 2012)。

In spite of the momentous growth of online shopping and electronic commerce (e-commerce), this astonishing development has led to some new problems and challenges that the foremost internet usersrsquo;concern comprises security of payment, data protection, the validity and enforceability of e-contract, insufficient information disclosure, product quality and enforcement of rights (Paynter and Lim, 2001). Compared to the traditional retail form,Lee and Tan (2003) pointed out that

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