CIRJE-J-77 2002 5
2002 5 1
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
1 2000 BtoC 8240 1998 650 12 2001 2001 2001 12 2000 12 29.525.1 21.326.2 16.017.7 2001 3
4
. 2001 4750 5
6 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 SSL FAQ BBS BBS 75 79 83* 71 44 89 88 36 30 ** 33 22 56 37 49 15 11 8 FAQ BBS BBS 4.50 4.31 4.23 4.23 4.16 3.95 3.86 3.78 3.56 3.27 3.15 3.12 3.12 3.08 2.96 2.83 2.66 2.54 2.39 * 134 ** 89 36
7 2.1 2.2 2.3 Bauer1960 PerceivedRisk Cunnningham1967Hansen1972Taylor1974Dowling&Staelin 1994 Arndt1968 Cox&Rich1964 Mail-Order Spenceet.al.1970 Dowling Staelin1994Cox&Rich1964 Cox&Rich1964 Cunningham1967 Arndt19671968Kollock1999 Roselius1971
2000 2000 8
9
10 BBS BBS FAQ
11 Taylor1974 1998 Cox&Rich1964 Cox&Rich1964 InformationSeeker PastExperience
BBS CoxRich 1964 CoxBauer1964Hempel1966 12
13
2001 10 4750 [1 2 3 ] [1 2 3 4 ] [1 2 3 4 5 ] BBS [1 2 3 4 5 ] [1 2 3 4 5 ] 14
[1 2 3 4 5 ] [1 2 3 4 5 ] BBS BBS FAQ FAQ 15
16
17
5 5.1242.2511.1870.9860.870 7 18
19 4 BBS BBS FAQ 0.155
0.3 1 0.155 1 =0.000 0.250 =0.000 0.290 =0.000 1-0.186-0.128-0.110 +0.032-0.083-0.055-0.057 +0.071 +0.055 +0.055 +0.065 20
-0.057 0.1 21
22 P
BBS 23
24 1 9.7 22.6 16.2 19.9 15.5 16.0
1964 58.6% 520 15.5% 2484 74.1% 542 16.2% 326 9.7% 868 2506 74.8% 846 25.2% 3352 25.9% 100% 580 41.5% 224 16.0% 804 57.5% 278 19.9% 316 22.6% 594 42.5% 858 61.4% 540 38.6% 1398 100% 25
-0.201 26
27
28
29
30
31
152844 161517 32
33 NNTXGooResearch 177 OutcomeRisk ConsequencesRisk Outcomerisk Consequences risk Cunningham1967 Taylor1974 Roselius1971 CoxRich1964
34 5 2375 GooResearch NTTX e 2375 2 4750
ArndtJohan1967 RoleofProductRelatedConversationsintheDiffusionofaNew ProductJournalofMarketingResearchNo.4Augustpp.291-295 ArndtJohan1968PerceivedRiskSociometricIntegrationandWordofMouthin AdoptionofaNewFoodProductinRiskTakingand InformationHandlingin ConsumerBehaviorDonaldF.Coxed.GraduateSchoolofBusinessAdministration HarvardUniversityBoston BarachA.Jeffrey1967Self-ConfidenceandReactionstoTelevisionCommercials,in RiskTakingandInformationHandlinginConsumerBehaviorDonaldF.Coxed. GraduateSchoolofBusinessAdministrationHarvardUniversityBoston BarachA.Jeffrey1969 AdvertisingEffectivenessandRiskintheConsumerDecision ProcessJournalofMarketingResearchNo.6Augustpp.314-320. BauerRA1960ConsumerBehaviorasRiskTaking indynamicmarketingfor achangingworldproceedings of the 43rd National Conference of the American Marketing Assocation, June 15, 16, 17, RobertS.Hancock ed.americanmarketingassociation ChicagoIllinoispp.389-398 Cox,F.Donald&U.S.Rich1964PerceivedRiskandConsumerDecision-Making TheCaseofTelephoneShoppingJournalofMarketingResearchVol. Nov pp.32-39 CoxDonaldF. Raymond A.Bauer1964Self-Confidence andpersuasabilityin WomenPublicOpinionQuarterlyVol.28Fallpp.453-466. 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
Boston Dowling Grahame R. RichardStaelin1994A Model ofperceived Riskand IntendedRisk-handlingActivity JournalofConsumerResearch Vol.21June pp.119-134 HansenFlemming1972ConsumerChoiceBehaviorACognitiveTheoryNewYorkFree Press HempeleDonaldJ.1966AnExperimentalStudyoftheEffectsofInformationon ConsumerProductEvaluationsinScience,Technology,andMarketingRaymondM. Haased.AmericanMarketingAsnnpp.589-597. HistrichD. RobertRonaldJ.Dornoff JeromeB.Kcrnan1972PerceivedRiskin StoreSelectionJournalofMarketingResearchVol.9Novemberpp.435-439. 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.56-61 ShethJ.N.M.Venkatesan1968 RiskReductionProcessesinConsumerBehavior JournalofMarketingResearchVol. Augustpp.307-310 SpenceHomerE.JamesF.EngelandRogerD.Blackwell1970PerceivedRiskin MailOrderandRetailStoreBuying JournalofMarketingResearch Vol. August pp.364-369 Szymanski, David M. & Richard T. Hise(2000), e-satisfaction: An Initial Examination,Journal of Retailing,76(3),pp309-322. TaylorW James1974 TheRoleofRiskinConsumerBehavior JournalofMarketing Vol.38Aprilpp.389-398 Urban, Glen L.,Fareena Sultan& William J. Qualls (2000) Placing Trust at the Center of Your Internet Strategy, Sloan Management Review,(Fall),pp39-48. (2001) 13 2001 11 20 12 4 2001 1 10-25 (1999) ITME Discussion Paper No.21 (2000) ITME Discussion PaperNo.48 2000 (2002) ComputerToday2002.5No.109pp.51-56 1998 36