目录
摘要4
关键词4
Abstract5
Key words5
引言
（一）研究背景6
（二）研究意义7
1. 理论意义7
2. 实践意义7
二、文献综述7
（一）共享单车的发展7
（二）感知风险8
（一）消费者行为特征9
三、理论框架与研究假说10
（一）理论框架10
（二）研究假说10
四、问卷调研与描述性统计12
（一）问卷调研12
1.问卷设计12
2.调查实施12
（二）描述性统计分析12
1.样本特征12
2.产品使用特征13
五、实证分析14
（一）信度与效度分析14
1.信度分析14
2.效度分析14
（二）支付过程阶段实证分析16
（三）产品使用阶段实证分析17
（四）售后服务阶段实证分析18
五、基本结论与对策建议20
（一）基本结论20
（一）对策建议20
参考文献21
附录 调查问卷23
致谢26
感知风险对共享单车消费者行为的影响分析
摘 要
共享单车经济的兴起推动了社会资源的充分共享与营销的多样化,因此在短途交通工具上的选择上,共享单车越来越受到广大普通消费者的喜爱，然而共享单车在迅速发展与兴起的过程同时很多问题也随之产生。消费者在消费过程中感知到的风险影响了对于共享单车的认识及消费行为,也因此给共享单车的行业发展与企业的经营管理带来了诸多挑战。本文将消费者感知到的风险主要分为服务与功能风险、隐私风险、支付风险、身体风险、社会风险五大维度,分析了用户在其进行共享单车选择、支付以及售后等消费阶段中所能感知到的多维度感知风险,探究它们对共享单车消费者行为的影响。通过研究分析发现:总体而言,在各阶段消费者感知的风险(除社会风险)较大时,共享单车消费者的消费行为更多地倾向于选择退出消费。在此基 *51今日免费论文网|www.51jrft.com +Q: ^351916072^ 
础上总结企业营销管理的启示和营销管理决策的建议,以供共享单车企业参考和采纳。
ANALYSIS ON THE IMPACT OF THE PERCEIVED RISK TO THE CONSUMER BEHAVIOR OF SHARED BICYCLE
ABSTRACT
The birth of the sharing economy has promoted the diversification of resource sharing and marketing, so in the choice of shortdistance travel vehicles, shared bicycles are favored by the vast number of consumers. However, the rapid rise of shared bicycles at the same time many problems also appear, consumers in the process of consumption perceived risk sensing affect the consumption behavior of shared bicycles, but also to the development of shared bicycles and business operations have brought challenges. This paper divides the perceived risk into service and functional risk, privacy risk, payment risk, physical risk, social risk, and analyzes the various dimension risks perceived by users in the various consumption stages such as selection, payment and aftersales, and explores their impact on the consumer behavior of shared bikes. The results show that, on the whole, when the perceived risk (except social risk) is greater in each dimension, the consumption behavior characteristics of the consumersharing bicycle consumer sit more inclined to opt out of consumption. On this basis, the management enlightenment and marketing decisionmaking suggestions are summarized for enterprises to improve the willingness to use shared bicycles to adopt.

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