The role of web interface on the reduction of consumers' perceived risk in OAMC process
The role of web interface on the reduction of consumers' perceived risk in OAMC process
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OAMC 流程中网络界面对降低消费者感知风险的作用
DOI：
10.1109/iea.2017.7939197
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发表时间：
2017
期刊：
影响因子：
--
通讯作者：
Xiaogang Liu
中科院分区：
文献类型：
--
作者：
Zhang Ying;Caixia Chen;Li Jun;Xiaogang Liu
我们认为，对于研究人员和管理者来说，明确定义在线服装大规模定制 (OAMC) 产品开发过程中的感知风险具有重要意义。本研究的目的是调查网络环境对降低用户感知风险的益处。本研究得出的结论是，消费者感知的风险首先集中在 OAMC 网站上。然后，按照风险文献中的指导方针，我们探讨某些网站特征是否本质上相关以及最大限度地减少消费者风险认知的决定因素。最终样本包括来自在线调查的 299 名可用受访者。结构方程模型（SEM）技术已被用来检验所有的假设。结果凸显了网站设计的重要性，远程呈现特征对用户感知风险产生负面影响。因此，该研究强烈建议企业应增强其网络工具，以消除消费者对 OAMC 流程的焦虑和不确定性。
We argue that it is significant for researchers and managers to clear define perceived risk in online apparel mass customization (OAMC) product development process. The purpose of this study is to investigate the benefit of web environment on the reduction of users' perceived risk. This study concludes consumers' perceived risk focused on OAMC sites at first. Then, following guidelines in risk literature, we explore if certain website characteristics are essentially relevant and determining factors in minimizing consumers' risk perceptions. The final sample comprised 299 useable respondents from an online survey. Structural equation modeling (SEM) technique has been applied to test all the hypotheses. The result highlights the importance of website design and telepresence traits are negatively influence the users' perceived risk. Hence, the study highly recommends businesses should enhance their web instruments to remove consumers' anxiety and uncertainty in OAMC process.