管理评论

›› 2012, Vol. 24 ›› Issue (3): 115-123.

• 市场营销 • 上一篇    下一篇

移动增值服务消费者感知风险前因的实证研究

杨永清1 张金隆2 李楠1 杨光1   

  1. 1. 山东工商学院管理学院，烟台 264005；
    2. 华中科技大学管理学院，武汉 430074
  • 出版日期:2012-03-25 发布日期:2012-09-27

Research on the Antecedents of Consumers’ Perceived Risk in Mobile Value-Added Services

Yang Yongqing1, Zhang Jinlong2, Li Nan1 and Yang Guang1   

  1. 1.School of Management, Shandong Institute of Business and Technology, Yantai 264005;
    2.School of Management, Huazhong University of Science and Technology, Wuhan 430074
  • Online:2012-03-25 Published:2012-09-27

摘要： 对移动网络环境下消费者对增值服务的感知风险的前因进行了实证研究，采用问卷法对移动增值服务的主要用户群进行了抽样调查，使用结构方程模型检验了消费者感知信息不对称，感知移动商务技术不确定性、移动增值服务的无形性等三个前因变量分别对消费者感知风险各维度的作用。结果表明消费者感知信息不对称对消费者感知隐私风险、财务风险、功能风险、心理风险和时间风险均有显著的正相关作用；消费者感知技术不确定性仅对感知功能风险、感知财务风险和感知时间风险有显著的正相关作用；而增值服务的无形性则对除感知财务风险之外的其他风险维度均有显著的正相关作用。研究表明增值服务的信息不透明是消费者感知风险的主要来源，另外消费者对移动技术缺乏了解和技术本身的不确定性也会增加消费者感知风险。研究结论为相关企业采取措施降低消费者感知风险，促进移动增值服务的接受提供理论依据。

关键词: 消费者感知风险, 移动增值服务, 感知信息不对称, 感知技术不确定性, 服务无形性

Abstract: The antecedents of consumers’ perceived risk(CPR) are studied in the context of Mobile Value-added Services(MVASs), in which a survey is conducted among the main MVASs user group with questionnaires, and then the structure equation model is employed to examine the influences of consumers’ perceived information asymmetry(PIS), perceived technology uncertainty(PTU), and mobile service’s intangibility(MSI) on each dimension of CPR respectively. The results show that PIS has a significant positive impact on all of the dimensions of CPR, i.e., perceived privacy risk, economy risk, performance risk, psychology risk, and time risk; PTU has a significant impact on perceived performance risk, economy risk, and time risk; and MSI has a significant impact on all of the dimensions except perceived economy risk. It is concluded that the information opacity is the main source of CPR, besides consumers’ unfamiliarity of mobile technology and the uncertainties lying in mobile technology itself will also arouse CPR. The conclusions may serve as a theoretic guidance for businesses to take the right measures to lower consumers’ perceived risk in order to promote their acceptance of MVASs.

Key words: consumers&rsquo, perceived risk, mobile value-added services, perceived information asymmetry, perceived technology uncertainty, intangibility of service