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本文从感知风险角度出发,研究了消费者感知的财务风险、功能风险和社会风险对家电延保服务购买意愿的影响,并分析了家电延保服务运营商的口碑对感知风险与购买意愿关系的调节作用。研究发现:消费者感知的功能风险和财务风险对购买意愿有显著的影响;社会风险对购买意愿没有显著影响;家电延保服务运营商的口碑对社会风险与购买意愿之间的关系有显著的调节作用。
From the perspective of perceived risk, this paper studies the impact of consumer perceived financial risk, functional risk and social risk on purchase intention of household electrical appliance extended warranty service, and analyzes the relationship between the reputation of home appliance extended warranty service operator and perceived risk and purchase intention Regulatory effect. The research found that consumer perceived functional risk and financial risk have a significant impact on purchase intention; social risk has no significant effect on purchase intention; reputation of home appliance extended warranty service operator has significant relationship with social risk and purchase intention Regulatory effect.