风险知觉ppt课件

风险知觉,陈晨 广告0701 U200717263,风险知觉（Perceived Risk）：,风险知觉这一术语被广泛应用于社会政治、经济、保险、哲学、心理学等研究领域，是指人对潜伏于环境中的危险的主观评定方式或评定值。 由于风险具有是否发生的“不确定性”的本质特征。往往很难找到一套行之有效的研究方法。 迄今为止，心理学领域还没有形成风险知觉研究的成熟的方法学体系以及风险知觉的整合观点。,风险知觉（Perceived Risk）：,Perceived Risk is defined as the uncertainty that consumers face when they cannot foresee the consequences of their purchase decisions. 当消费者不能够预见其购买决定将会造成的后果时所面对的不可确定性。,Perceived Risk,uncertainty,consequences,我们所指的风险知觉是指消费者知觉到的风险,不是实际风险.因为无法知觉的风险,不管其真实性或危险性有多大,都不会影响消费者的购买决策。 消费者感觉到得风险程度以及自身对风险的容忍程度影响着消费者的购买计划。,风险知觉（Perceived Risk）：,风险知觉的六种类型：,Functional Risk: the risk that the product will not perform as expected. Eg: “这个充电电池是否能像预想的那样坚持一个星期？” Physical Risk: the risk to self and others that the product may pose. Eg: “这种手机是否真的安全，是否会有过量有害辐射？” Financial Risk: the risk that the product will not be worth its cost. Eg: “这个便宜一些的等离子电视是否能够使用六个月以上？”,风险知觉的六种类型：,Social Risk: the risk that a poor product choice may result in social embarrassment. Eg: “同学会嘲笑我的新发型吗？” Psychological Risk: the risk that a poor product choice will bruise the consumers ego. Eg: “如果我邀请同学们来听我这老掉牙的收音机，我会感到尴尬吗？” Time Risk: the risk that the time spent in product search may be wasted if the product doesnt perform as expected. Eg: “我跑这么远的路去买这个东西值得吗？”,影响因素：,Consumer perception of risk varies, depending on the person, the product, the situation, and the culture.,个人因素：,Eg: adolescents who engaged in high-risk consumption activities (such as smoking or drug use) have lower perceived risk than those who do not engage in high-risk activities. High-risk perceivers narrow categorizers Low-risk perceivers broad categorizers,Risk preference may be a stable personality trait, with experience a mediating factor in risk perception.,产品种类因素：,Eg: 一些消费者在购买等离子电视时会比在购买一辆汽车时有更高的风险知觉程度。 有研究显示，消费者在购买服务性商品时的风险知觉程度高于购买产品性商品，尤其是社会风险知觉、身体风险知觉和心理风险知觉三种类型。,购物环境因素（shopping situation）：,Eg: a traditional retail store, online, catalog or direct-mail solicitations, or door-to-door sales. 近年来，由于积极的经验评价和好的口碑，消费者对于邮购方式比往年有更低程度的风险知觉，尽管消费者在购买前不能直接接触到所购买的商品。 高风险感知者更加不愿意在网上购物，尽管近年来网络购物迅猛发展。但是，一旦某人有了一定的网购经历，他对于网购的风险知觉就会降低。,How consumers handle risk：,Consumers characteristically develop their own strategies for reducing perceived risk. These risk-reduction strategies enable them to act with increased confidence when making product decisions, even though the consequences of such decisions remain somewhat uncertain.,Consumers seek information：,三种方式：,通过亲戚朋友的评价 通过销售人员的介绍 通过大众媒介,The more information the consumer has about the product and the product category, the more predictable the probable consequences and, thus, the lower the perceived risk.,Consumers are brand loyal：,消费者通过对一个已经用过并且感到满意的品牌保持忠诚来规避风险。 高风险感知度的人（high-risk perceivers）更容易对一个品牌忠诚，更不愿意去尝试新的品牌或者产品。,Consumers select by brand image：,如果消费者没有尝试过某一产品，那么他通常会选择一个生产这一产品的知名品牌。 对于他们而言名牌暗示着品质保障、好的服务、好的质量以及值得信赖。 商人们总是寻求建立起自己的品牌，以降低消费者购买时的风险知觉。,Consumers rely on store image：,在消费者没有其他信息的情况下，他们更愿意相信知名店铺的销售人员的评价。 知名的店铺意味着对产品的质量检测，售后服务的保障，退货的权利，以及在对产品不满意情况下的售后调整。,Consumers buy the most expensive model：,当消费者犹豫时，他们通常选择最贵的产品，因为他们将产品的质量和价格画上了等号。,Consumers seek reassurance：,方式：退款保证、政府或检测机构的检测结果、质量保证书、购前试用等。 Eg: 没有人会不去试车就直接买一个新款车型。,降低风险知觉的方式：,Well-known brand name Distribution