"Risk Reduction Systems of the Internet Shop---Based on the consumer survey in Japan---" (in Japanese)

Miho Nojima, Junjiro Shintaku, Yoko Takeda and Jiro Kokuryo
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Miho Nojima: Department of Economics, Seikei University
Junjiro Shintaku: Faculty of Economics, University of Tokyo
Yoko Takeda: Graduate School of Environment and Information Sciences, Yokohama National University
Jiro Kokuryo: Graduate School of Business Administration, Keio University

No CIRJE-J-77, CIRJE J-Series from CIRJE, Faculty of Economics, University of Tokyo

Abstract: Many Internet shops have appeared, and most of the shops worry about customer acquisition. We applied the focus to consumer's perceived risk as a key to the success of the Internet shop, and considered the strategy of the shop. That is, it is thought that the Internet shop adopts an appropriate risk reduction system, and the customer can be acquired. Especially, the questionnaire survey for the consumer was executed to clarify the relation between the consumer attribute and the risk reduction system. As a result of the investigation, the following two points have become clear. First, risk reduction systems are possible to divide roughly into the offer of evaluation information and the offer of detailed information, and the consumers also were recognizing the difference of these. Secondarily, the persons who had confidence in the Internet shopping had the tendency to value detailed information more than evaluation information, and were doing "Selection of the risk reduction system". They are the lowest the perceived risk, and shop at the Internet shops frequently. It was guessed that other consumers that the confidence degree was low did not relate to the repeat purchase because the perceived risk was high. It is thought that the Internet shop should adopt the risk reduction system that people with a high confidence degree chose, in order reduce the perceived risk effectively and to expand customer.

Pages: 37 pages
Date: 2002-05
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