Department of Marketing and Market Research, University of Granada , Campus Universitario la Cartuja, Granada, Spain .
Cyberpsychol Behav Soc Netw. 2018 Sep;21(9):556-562. doi: 10.1089/cyber.2018.0196. Epub 2018 Aug 22.
Despite the enormous growth of e-commerce, consumers still come against risk-related barriers while carrying out online purchases. Specialists of e-commerce have therefore explored the facets of online risk perception with the aim of identifying which has the greatest impact. There is, nonetheless, no consensus as to the facets of risk perception or their relative importance. This is the first study resorting to neurological tools that examines the differences between the three most widespread facets of risk (financial, privacy, and performance) in a low-involvement purchase environment. Contrary to behavioral findings, brain data from neurological analyses identify differences between the three facets of risk. Financial risk conveys the lowest subconscious aversion and negative values. Subconscious privacy risk, in turn, confers ambivalence and uncertainty while performance risk elicits the highest levels of disappointment and distrust. Implications from the current findings, if taken into account by retailers, can greatly improve web contents and purchase processes, and bolster sales.
尽管电子商务发展迅速，但消费者在进行在线购买时仍然会遇到与风险相关的障碍。因此，电子商务专家探索了在线风险感知的各个方面，旨在确定哪些方面的影响最大。然而，对于风险感知的方面或其相对重要性，尚未达成共识。这是第一项借助神经科学工具的研究，它在低参与度购买环境中检验了三种最广泛的风险方面（财务、隐私和绩效）之间的差异。与行为研究结果相反，神经分析的大脑数据识别出风险三个方面之间的差异。财务风险带来的潜意识厌恶和负面价值最低。相反，潜意识隐私风险带来的是矛盾和不确定性，而绩效风险则引发了最高程度的失望和不信任。如果零售商考虑到当前研究结果的影响，就可以极大地改进网络内容和购买流程，并提高销售额。
