消费者购买决策过程中感知风险构面研究

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消费者购买决策过程中感知风险构面研究

——基于北京市大学生笔记本电脑市场的研究

摘要

感知风险理论是消费者行为理论的重要内容之一。相关研究结果显示，消费

者在购买时倾向于降低其感知风险而不是最大化其感知利益，感知风险对消费

者购买行为的解释更强而有力(Mitchell, 1999)。因此，研究消费者感知风险相关

问题，对企业开展营销活动有着积极的指导和借鉴意义。

通过检索感知风险相关文献，本文发现国内外文献对消费者购买决策过程

中感知风险研究较少。基于此，本文在借鉴国内外理论资料的基础上，以很多学

者常用的由恩格尔（Engel）、科拉特（Kollat）和布莱克威尔（Blackwell）三

位学者于 1968 年提出的消费者购买决策过程五阶段为研究基础，即确认需求阶

段、搜寻信息阶段、方案评价阶段、购买决策阶段、购后阶段，对消费者购买决策

过程中的感知风险构面问题进行了初步研究。

本文以北京市大学生笔记本电脑市场作为研究对象，首先介绍了消费者购

买行为理论、购买决策过程理论、感知风险相关理论等理论。其次，对消费者购

买决策过程中感知风险构面研究进行了实证设计和实证研究。实证设计包括问卷

设计、抽样设计、数据分析方法等设计；实证研究是先对调研回来的 2000 份问卷

进行有效样本筛选、样本阶段归类，再应用 SPSS 统计分析软件对五阶段分别都

进行相关性分析、因子分析、信度分析、效度分析、均值分析研究，最终得出了不

同阶段的感知风险构面结果。另外，本文还对不同阶段的感知风险进行了衡量。

通过理论与实证研究，本文得出以下结论：

（1）探测出了消费者购买决策过程中不同阶段的感知风险构面。研究发现

有的阶段形成了四构面，有的阶段形成了三构面。这种不同阶段感知风险构面表

现出来的差异性，表明消费者在不同的阶段对感知风险的明显感知是有差异的。

同时也表明本文进行分阶段研究是有必要的和有意义的。

（2）综合不同阶段感知风险构面结论，整体上形成产品维修服务风险、功

能风险、经济风险、社会心理风险、身体风险、信息风险等六种感知风险构面，整

体上与先前学者研究所提出的六个构面（功能风险、经济风险、社会心理风险、

身体风险、社会风险以及时间风险）基本上是相符的，对于出现的差异本文认为

是由于本文研究对象和分阶段研究方法等特定因素引起。所以本文从整体上证实

了先前学者提出的六个构面对我国消费者基本上也是适用的。

（3）衡量了不同阶段感知风险构面的量，研究了购买决策过程中同一阶段

内消费者对其中形成的感知风险构面的侧重程度；同时研究了不同阶段间感知

风险的数量变化规律,研究发现这种变化呈现一定的规律性。另外，本文还验证

了米切尔假设——成功购买的感知风险水平；

（4）基于感知风险构面结论提出了一些帮助企业降低消费者感知风险的策

略；

关键词：购买过程;感知风险构面;构面差异;

ABSTRACT

The theory of consumer perceived risk is an important part of consumer

behavioral science. Some results show consumer are inclined to reduce risks rather

than maximize benefits when making purchase decisions, so the theory of perceived

risks is better than the theory of perceived benefits in explaining consumer

behaviors(Mitchell, 1999).Therefore the study on the the consumer perceived risk,

might have a significant positive and effective instruction and reference to marketing.

Based on Literature’s rellection related to perceived risks ,the paper discoveres

the research concerning perceived risks among purchase process is lacking. According

to the situation, the paper takes 5 processes division that put forword by

Engel 、Kollat and Blackwell in 1968,and usuasally used by many scholares as the

foundation, including the processes of confirming need, searching information,

evaluating project, deciding purchase and post-purchase ，and makes primary

researches on the perceived risk facets among different purchase process on the

basis of consulting a lot of materials at home and abroad.

The paper takes notebooks market of college students in Beijing as sample.

Firstly the paper introduces consumer behavioral science, purchase process theory,

and the theories related to perceived risk. Secondly, Based on purchase process , the

paper designes questionnaires , sampling method, data analysis method, and

researches perceived risks’ facet through substantial evidence method. This

dissertation investigated 2000 questionnaires. With the aid of the SPSS statistics

software, This dissertation resulted perceived risks’ facets in diffirent purchase

process, through correlation analysis, factor analysis, Cronbach ' s coefficient alpha

analysis and mean analysis method and so on,In addition, the paper measures

perceived risk in different purchase process.

Though the analysis of theory and substantial evidence method, the paper

reasearches some conclusions as follow:

(1)The paper detects the perceived risk facets of the different purchase

process,and discoveres some purchase processes are four facets and a purchase

process is three facets.The result shows the consumer The facets’variety in each

purchase processes demonstrates the facets that comsumer emphaticly take care of are

different. Accordingly the result illustrates it is necessary and meaningful to study

perceived risks facets among different purchase process.

(2)In the paper perceived risksfacets include product’s maintain and service risk,

performance risk, financial risk , psychological risk, physical risk and information risk

as a whole.They are basically consistent with former studies which put forward six

dimensions including financial risk, performance risk, physical risk, psychological

risk, social risk and time risk. Certainly there are also differences. The paper considers

III

that the differences between the result of the paper and former studies lies in sepecial

factors,such as, the researched object and the analysis method of different purchase

process. Therefore, in a sense the six dimensions are integrally fit for the comsumer

in China.

(3)The paper measurs perceived risk facets in different purchase

process,researches degree that consumer perceived perceived risks’facets in the same

purchase process,and studies the regulation of the different perceived risk’facet

among different purchase processes. Study results show the facets of defferent process

are regular.In addition, the paper in a sense testifies Mitchell hypothesis——

perceived risk level of successful purchase processes .

(4)Basee on the perceived risk facets ,the paper also put forward given

corporation marketing strategies which will reduce comsumer perceived risk .

KEY WORDS:purchase process;perceived risk facets;

facet variety;

目录
摘要..........................................................................................................................................................................I
ABSTRACT..........................................................................................................................................................III
目录........................................................................................................................................................................V
插图目录...............................................................................................................................................................VI
附表目录.............................................................................................................................................................VII
第一部分  绪论.......................................................................................................................................................1
一、问题的提出.............................................................................................................................................1
二、研究的意义.............................................................................................................................................1
三、研究目的与研究范围.............................................................................................................................3
（一）研究目的.....................................................................................................................................3
（二）研究范围.....................................................................................................................................4
四、研究的内容安排.....................................................................................................................................5
第二部分  文献综述...............................................................................................................................................6
一、消费者购买行为理论.............................................................................................................................6
二、消费者购买决策过程理论.....................................................................................................................7
三、消费者感知风险相关理论.....................................................................................................................9
（一）消费者感知风险的概念.............................................................................................................9
（二）消费者感知风险的构面研究...................................................................................................11
（三）消费者感知风险的衡量...........................................................................................................13
（四）降低消费者感知风险的相关研究..........................................................................................15
四、消费者购买决策过程中感知风险的相关理论..................................................................................18
（一）米切尔假设——成功购买的感知风险水平..........................................................................18
（二）其它相关研究...........................................................................................................................19
第三部分  消费者购买决策过程中感知风险构面实证设计............................................................................20
一、研究程序与研究方法...........................................................................................................................20
（一）研究程序...................................................................................................................................20
（二）研究方法...................................................................................................................................21
二、问卷设计与数据分析方法...................................................................................................................22
（一）消费者感知风险要素探索......................................................................................................22
（二）问卷设计与预测试...................................................................................................................24
（三）研究对象与抽样设计...............................................................................................................24
（四）资料分析方法...........................................................................................................................25
第四部分  消费者购买决策过程中感知风险构面实证研究............................................................................30
一、消费者购买决策过程中感知风险构面形成及评价..........................................................................30
（一）确认需求阶段构面形成...........................................................................................................30
（二）搜寻信息阶段构面形成...........................................................................................................36
（三）方案评价阶段构面形成...........................................................................................................40
（四）购买决策阶段构面形成...........................................................................................................44
（五）购后阶段构面形成...................................................................................................................47
（六）不同阶段感知风险构面总体评价..........................................................................................51
二、不同阶段感知风险构面差异研究及评价..........................................................................................52
（一）不同阶段感知风险构面的均值分析及评价..........................................................................52
（二）不同阶段间感知风险构面差异分析及评价..........................................................................59
（三）尝试验证米切尔假设——成功购买的感知风险水平..........................................................62
第五部分  结论.....................................................................................................................................................65
一、本文研究结论.......................................................................................................................................65
（一）不同阶段消费者感知风险构面结论......................................................................................65
（二）不同阶段消费者感知风险构面的差异结论..........................................................................66
（三）不同阶段消费者感知风险构面差异对企业的启示..............................................................66
二、本文的不足与后续研究建议...............................................................................................................70
V

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摘要：

消费者购买决策过程中感知风险构面研究——基于北京市大学生笔记本电脑市场的研究摘要感知风险理论是消费者行为理论的重要内容之一。相关研究结果显示，消费者在购买时倾向于降低其感知风险而不是最大化其感知利益，感知风险对消费者购买行为的解释更强而有力(Mitchell,1999)。因此，研究消费者感知风险相关问题，对企业开展营销活动有着积极的指导和借鉴意义。通过检索感知风险相关文献，本文发现国内外文献对消费者购买决策过程中感知风险研究较少。基于此，本文在借鉴国内外理论资料的基础上，以很多学者常用的由恩格尔（Engel）、科拉特（Kollat）和布莱克威尔（Blackwell）三位学者于1968年提出的消...

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