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首页> 外文会议>2012 6th International Conference on New Trends in Information Science, Service Science and Data Mining >Online risk control mechanisms, perceived risk, trust and consumers' behavioral intention for price errors
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Online risk control mechanisms, perceived risk, trust and consumers' behavioral intention for price errors

机译：在线风险控制机制，感知风险，信任和消费者对价格错误的行为意图

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摘要

Unlike the physical sellers' ability to catch a pricing error quickly, thousands of orders can be placed with online sellers before they detect the problem. Disputes over contractual validity between the consumers and sellers may cause consumer dissatisfaction, as well as reputational damage and significant financial losses to sellers that are detrimental to the development of e-commerce. Based on the attitude theory proposed by Engel, Blackwell, and Miniard (1995), we conducted an online survey with consumers that have e-commerce experiences using the survey method. The statistical and empirical analysis results show that when online pricing errors occur, consumers' perceived risks affect their trust toward Web sites and sellers, and this subsequently affects consumers' purchase intentions. Additionally, when pricing errors occur, risk management mechanisms can be implemented to enhance consumers' trust toward Web sites and sellers. However, these risk management mechanisms cannot effectively reduce the effects of perceived risks on consumer trust.
机译：与实体卖家迅速发现定价错误的能力不同，在线卖家在检测到问题之前可以下达数千个订单。消费者与卖方之间的合同有效性争议可能会引起消费者不满，以及声誉受损以及对卖方的重大财务损失，这不利于电子商务的发展。基于Engel，Blackwell和Miniard（1995）提出的态度理论，我们使用调查方法对有电子商务经验的消费者进行了在线调查。统计和经验分析结果表明，当发生在线定价错误时，消费者的感知风险会影响他们对网站和卖方的信任度，进而影响消费者的购买意愿。此外，当出现定价错误时，可以实施风险管理机制来增强消费者对网站和卖方的信任。但是，这些风险管理机制无法有效减少感知风险对消费者信任的影响。

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