消费者风险承担和回避特征的差异研究

被引：2

作者：

史有春

耿修林

机构：

[1] 南京大学商学院

来源：

商业经济与管理 | 2008年 / 06期

关键词：

风险估计; 风险承受力; 风险承担型; 风险回避型; 描述变量;

D O I：

10.14134/j.cnki.cn33-1336/f.2008.06.008

中图分类号：

F274 [企业供销管理]; F224 [经济数学方法];

学科分类号：

1201 ; 0701 ; 070104 ;

摘要：

文章以消费者对风险的估计和承受力为基本维度进行实证研究,发现风险估计乐观程度和风险承受力有程度差异且为同向关系,因而存在风险承担型和风险回避型的两类消费者,在我国市场环境下风险回避型者的比例还高于风险承担型者。这些结论对于分析感知价值和感知风险理论的诊断力以及企业营销活动具有重要意义。

引用

页码：50 / 57

页数：8

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