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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。
As a commercial retail model without store marketing, TV shopping has been plagued by the crisis of confidence in its domestic development. This study introduces the concept of perceptual risk of psychology. By investigating the consumers’ perception of the risks of TV shopping and their purchase behaviors, we can understand the consumers’ perception of TV shopping in the current domestic TV shopping. The consumers’ How the perception of risk affects their purchasing decisions, as well as the relationship and impact of consumer characteristics, consumers’ perceived risk on television shopping and their purchasing decision-making behavior.