【摘要】：本文研究了跨境電子商務(wù)中消費者感知風(fēng)險的構(gòu)建及其影響因素,除了討論傳統(tǒng)電子商務(wù)感知風(fēng)險的影響因素對跨境電子商務(wù)的作用之外,筆者重點分析了對跨境商務(wù)活動產(chǎn)生影響的文化距離和制度距離對消費者在跨境電子商務(wù)感知風(fēng)險中的影響。研究結(jié)果表明,對傳統(tǒng)電子商務(wù)感知風(fēng)險產(chǎn)生影響的因素同樣會對跨境電子商務(wù)的感知風(fēng)險產(chǎn)生作用;此外,筆者還發(fā)現(xiàn),消費者所在國家(地區(qū))同跨境電子商務(wù)賣方所在國家(地區(qū))的文化距離、經(jīng)濟制度距離和法治制度距離都會顯著提高消費者在跨境電子商務(wù)中的感知風(fēng)險。
[Abstract]:This paper studies the construction of consumer perceived risk and its influencing factors in cross-border electronic commerce, besides discussing the influence factors of traditional electronic commerce perceived risk on cross-border electronic commerce. The author focuses on the impact of cultural distance and institutional distance on the perceived risk of cross-border e-commerce. The results show that the factors that affect the perceived risk of traditional e-commerce will also have an effect on the perceived risk of cross-border e-commerce. In addition, the author also found that the cultural distance between the country (region) where the consumer is located and the country (region) where the seller of cross-border e-commerce is located, The distance between economic system and rule of law can significantly improve consumers' perceived risk in cross-border e-commerce.
【作者單位】： 復(fù)旦大學(xué)管理學(xué)院;
【基金】：國家自然科學(xué)基金項目“中國企業(yè)國際網(wǎng)絡(luò)、垂直一體化戰(zhàn)略和績效研究:基于制度和新興市場目的國的視角”(71372115)
【分類號】：F724.6
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本文編號：2419046