表紙参照.PDF

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3 Risk reduction systems of the Internet shop - Based on the consumer survey in Japan -. MihoNojima JunjiroShintaku YokoTakeda JiroKokuryo May2002 Summary Many Internet shops have appeared, and most of the shops worry about customer acquisition. We applied the focus to consumer's perceived risk as a key to the success of the Internet shop, and considered the strategy of the shop. That is, it is thought that the Internet shop adopts an appropriate risk reduction system, and the customer can be acquired. Especially, the questionnaire survey for the consumer was executed to clarify the relation between the consumer attribute and the risk reduction system. As a result of the investigation, the following two points have become clear. First, risk reduction systems are possible to divide roughly into the offer of evaluation information and the offer of detailed information, and the consumers also were recognizing the difference of these. Secondarily, the persons who had confidence in the Internet shopping had the tendency to value detailed information more than evaluation information, and were doing "Selection of the risk reduction system". They are the lowest the perceived risk, and shop at the Internet shops frequently. It was guessed that other consumers that the confidence degree was low did not relate to the repeat purchase because the perceived risk was high. It is thought that the Internet shop should adopt the risk reduction system that people with a high confidence degree chose, in order reduce the perceived risk effectively and to expand customer. 2

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36 ArndtJohan1967 RoleofProductRelatedConversationsintheDiffusionofaNew ProductJournalofMarketingResearchNo.4Augustpp ArndtJohan1968PerceivedRiskSociometricIntegrationandWordofMouthin AdoptionofaNewFoodProductinRiskTakingand InformationHandlingin ConsumerBehaviorDonaldF.Coxed.GraduateSchoolofBusinessAdministration HarvardUniversityBoston BarachA.Jeffrey1967Self-ConfidenceandReactionstoTelevisionCommercials,in RiskTakingandInformationHandlinginConsumerBehaviorDonaldF.Coxed. GraduateSchoolofBusinessAdministrationHarvardUniversityBoston BarachA.Jeffrey1969 AdvertisingEffectivenessandRiskintheConsumerDecision ProcessJournalofMarketingResearchNo.6Augustpp BauerRA1960ConsumerBehaviorasRiskTaking indynamicmarketingfor achangingworldproceedings of the 43rd National Conference of the American Marketing Assocation, June 15, 16, 17, RobertS.Hancock ed.americanmarketingassociation ChicagoIllinoispp Cox,F.Donald&U.S.Rich1964PerceivedRiskandConsumerDecision-Making TheCaseofTelephoneShoppingJournalofMarketingResearchVol. Nov pp CoxDonaldF. Raymond A.Bauer1964Self-Confidence andpersuasabilityin WomenPublicOpinionQuarterlyVol.28Fallpp CunninghamM.Scott(1967a)The MajorDimensionsofPerceivedRiskinRisk Taking and InformationHandling inconsumer Behavior Donald F. Coxed. GraduateSchoolofBusinessAdministrationHarvardUniversityBoston Cunningham M. Scott (1967b) Perceived Risk as afactor ininformal Consumer CommunicationsinRiskTakingandInformationHandlinginConsumerBehavior DonaldF.Coxed.GraduateSchoolofBusinessAdministrationHarvardUniversity 35

37 Boston Dowling Grahame R. RichardStaelin1994A Model ofperceived Riskand IntendedRisk-handlingActivity JournalofConsumerResearch Vol.21June pp HansenFlemming1972ConsumerChoiceBehaviorACognitiveTheoryNewYorkFree Press HempeleDonaldJ.1966AnExperimentalStudyoftheEffectsofInformationon ConsumerProductEvaluationsinScience,Technology,andMarketingRaymondM. Haased.AmericanMarketingAsnnpp HistrichD. RobertRonaldJ.Dornoff JeromeB.Kcrnan1972PerceivedRiskin StoreSelectionJournalofMarketingResearchVol.9Novemberpp KollockPeter1999 The Production of Trust in Online Market, Advances in Group Processes, Vol. 16, edited by E. J. Lawler, M. Macy, S. Thyne, and H. A. Walker, Greenwich,CT: JAI Press. Roselius Ted 1971 Consumer Rankings of Risk Reduction Methods Journal of MarketingVol.35Januarypp ShethJ.N.M.Venkatesan1968 RiskReductionProcessesinConsumerBehavior JournalofMarketingResearchVol. Augustpp SpenceHomerE.JamesF.EngelandRogerD.Blackwell1970PerceivedRiskin MailOrderandRetailStoreBuying JournalofMarketingResearch Vol. August pp Szymanski, David M. & Richard T. Hise(2000), e-satisfaction: An Initial Examination,Journal of Retailing,76(3),pp TaylorW James1974 TheRoleofRiskinConsumerBehavior JournalofMarketing Vol.38Aprilpp Urban, Glen L.,Fareena Sultan& William J. Qualls (2000) Placing Trust at the Center of Your Internet Strategy, Sloan Management Review,(Fall),pp (2001) (1999) ITME Discussion Paper No.21 (2000) ITME Discussion PaperNo (2002) ComputerToday2002.5No.109pp

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