作　　者： ; ; ; ;

机构地区： 中国科学院心理研究所

出　　处： 《管理评论》 2011年第5期54-60,共7页

摘　　要： 电视购物作为一种无店铺营销的商业零售模式,在国内的发展中一直深受信任危机的困扰。本研究引入心理学知觉风险的概念,通过调查目前消费者对电视购物的风险知觉及其购买行为,来了解目前国内电视购物的消费者对电视购物有怎样的风险知觉,消费者对电视购物的风险知觉对其购买决策有怎样的影响,以及消费者特征、消费者对电视购物的风险知觉和其购买决策行为之间的关系和影响作用。 TV shopping is promising as one of non-store retail models, but its development has been greatly hampered by the trust crisis in domestic market. Applying the questionnaire, this research investigates consumers＇ TV shopping perceived risk and their purchase decision making behaviors, and tries to identify the types of perceived risk and the impact on the purchase decision making of the domestic consumers, and the relationship and interaction among the characteristics of consumer, perceived risk and purchase decision making in terms of TV shopping as well.

关 键 词： 电视购物 消费者特征 购买决策行为 知觉风险

领　　域： [经济管理]