摘要研究顾客的感知风险，可以为企业制订市场营销策略和开展市场营销活动提供基础，营销人员也可以从顾客视角出发，分析产品自身的优势与不足，进而有效、有针对性地设计并实施营销策略，可以避免不必要的资源浪费。同时，了解顾客的感知风险，是企业发掘商机、开拓市场的一个不可忽视的切入点。 顾客一旦感知到风险的存在，就会寻求减少该风险的方法。感知风险可以通过增加结果的确定性，或者降低结果损失的程度来减少。当感知风险降低到消费者可以接受的程度或者消失，顾客才会决定购买。74494

本文从感知风险的概念界定和维度、感知风险对消费者网购决策的影响、影响顾客降低感知风险策略选择的因素、降低感知风险的营销策略几方面进行探究，并以聚美优品为例进行佐证，得出“感知风险从确认需要、收集信息、评价方案、购买决策和购买后行为这五个购买过程影响着顾客的购买决策。顾客通过搜寻信息、品牌忠诚、购买知名品牌、购买昂贵产品、参照过去购买的经验、体验试用装和样品及选择具有完备退换货政策和服务合同的购买渠道等方式来降低自身的感知风险，针对顾客的做法，企业可以通过产品、品牌、价格、促销策略、建立完善的售后服务体系等方面来制定合理的营销策略，以减低消费者的感知风险，促进消费。”的结论。

Abstract Study the customer's perceived risk, is the enterprise to formulate marketing strategy, to carry out marketing activities。 Marketers can better from the customer perspective, to analyze the advantages and disadvantages of products themselves, To analyze the advantages and disadvantages of products themselves, to design and implement more effective and targeted marketing strategy, avoid unnecessary waste of resources。 At the same time, to understand the customer's perceived risk and explore business opportunities, expand the market an important entry point。 Once customers perceive the existence of a certain risk, can produce anxiety, and to seek ways to reduce the risk。 Once customers perceive the existence of a certain risk, can produce anxiety, and to seek ways to reduce the risk。 When the perceived risk to reduce to the point of customer can accept or disappear completely, customers decide to buy。

This paper defines the concept of perceived risk, perceived risk and dimensions of consumer online shopping decision making and the influencing factors of the customer to reduce perceived risk strategy choice the aspects of marketing strategy, to reduce the perceived risk, As a case study of JUMEIYOUPIN, Come to a conclusion: Perceived risk from confirmation needs, collect information, evaluation, plan, purchase decision and purchase behavior after the five purchase process affects the customer's purchase decision。 Customers through the search information, brand loyalty, buying a well-known brand, to buy expensive products, with reference to the past purchase experience, the experience and trial samples and choose to have complete return policy and service contract purchase channels and other ways to reduce their perceived risk, according to the practice of customer, enterprise can through the product, brand, price, promotion strategy, set up perfect after-sales service system, etc, to make a reasonable marketing strategy, to reduce consumer perceived risk, promote consumption。

毕业论文关键词:感知风险； 购买过程； 购买决策；营销策略

Keyword: Perceived risk; Buying process; Purchase decision; The marketing strategy

目    录

1、引言 6

1。1背景与意义 6

1。1。1背景 6