风险知觉-课件（PPT演示稿）.ppt

陈晨广告 0701 U200717263 风险知觉( Perceived Risk ): ?风险知觉这一术语被广泛应用于社会政治、经济、保险、哲学、心理学等研究领域,是指人对潜伏于环境中的危险的主观评定方式或评定值。?由于风险具有是否发生的“不确定性”的本质特征。往往很难找到一套行之有效的研究方法。?迄今为止,心理学领域还没有形成风险知觉研究的成熟的方法学体系以及风险知觉的整合观点。风险知觉( Perceived Risk ): Perceived Risk is defined as the uncertainty that consumers face when they cannot foresee the consequences of their purchase decisions. 当消费者不能够预见其购买决定将会造成的后果时所面对的不可确定性。 Perceived Risk uncertainty consequences ?我们所指的风险知觉是指消费者知觉到的风险,,不管其真实性或危险性有多大,都不会影响消费者的购买决策。?消费者感觉到得风险程度以及自身对风险的容忍程度影响着消费者的购买计划。风险知觉( Perceived Risk ): 风险知觉的六种类型: Functional Risk : the risk that the product will not perform as expected. Eg: “这个充电电池是否能像预想的那样坚持一个星期? ” Physical Risk : the risk to self and others that the product may pose. Eg: “这种手机是否真的安全,是否会有过量有害辐射? ” Financial Risk : the risk that the product will not be worth its cost. Eg: “这个便宜一些的等离子电视是否能够使用六个月以上? ”风险知觉的六种类型: Social Risk : the risk that a poor product choice may result in social embarrassment. Eg: “同学会嘲笑我的新发型吗? ” Psychological Risk : the risk that a poor product choice will bruise the consumer ’ s ego. Eg: “如果我邀请同学们来听我这老掉牙的收音机,我会感到尴尬吗? ” Time Risk : the risk that the time spent in product search may be wasted if the product doesn ’ t perform as expected. Eg: “我跑这么远的路去买这个东西值得吗? ”影响因素: Consumer perception of risk varies, depending on the person, the product, the situation, and the culture. 个人因素: Eg: adolescents who engaged in high-risk consumption activities (such as smoking or drug use) have lower perceived risk than those who do not engage in high-risk activities. High-risk perceivers narrow categorizers Low-risk perceivers broad categorizers ? Risk preference may be a stable personality trait, with experience a mediating factor in risk perception. 产品种类因素: Eg: 一些消费者在购买等离子电视时会比在购买一辆汽车时有更高的风险知觉程度。?有研究显示,消费者在购买服务性商品时的风险知觉程度高于购买产品性商品,尤其是社会风险知觉、身体风险知觉和心理风险知觉三种类型。购物环境因素( shopping situation ): Eg: a traditional retail store, online, catalog or direct- mail solicita