تبیین مدل ریسک ادراک‌شده مشتریان خدمات سرمایه‌گذاری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری بازاریابی، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان

2 دانشیار و عضو هیأت ‌علمی، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان

3 استاد و عضو هیأت ‌علمی، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان

چکیده

ادراک مشتری در مورد عدم اطمینان و نتایج بالقوه منفی خرید یک محصول و یا خدمت به‌عنوان یکی از مهم‌ترین عوامل تعیین‌کننده برای درک رفتار مصرف‌کننده شناخته‌شده است که بر تصمیمات وی تأثیرگذار می‌باشد و از عوامل و شرایط متعددی تأثیر می‌پذیرد. بنابراین، تدوین مدلی برای تبیین ریسک ادراک‌شده در بازار خدمات سرمایه­گذاری ضروری است. در این راستا، در این پژوهش تلاش شده است متغیرهای پیش‌بینی کننده ریسک ادراک‌شده سرمایه‌گذاران حقیقی و نتایج و پی­آمدهای رفتاری و روانی آن در بازار سرمایه شناسایی شود. این پژوهش ازنظر هدف کاربردی و ازنظر ماهیت توصیفی است. برای گردآوری داده‌های پژوهش، پرسشنامه محقق ساخته‌ای طراحی شد و روایی و پایایی آن در این مطالعه موردبررسی قرار گرفت و تأیید شد. به‌منظور بررسی داده‌های پژوهش و آزمون فرضیه‌ها از تحلیل مسیر استفاده‌شده است. در این رابطه، نرم‌افزارهای SPSS و Lisrel مورداستفاده قرارگرفته است. نتایج نشان داد که خود کارآمدی، اعتماد، ریسک‌پذیری، و دانش سرمایه گذران از عوامل مؤثر بر ریسک ادراک‌شده هستند. علاوه بر این، نتایج نشان داد که ریسک ادراک‌شده بر نگرش و تمایل به سرمایه‌گذاری تأثیر معنی‌داری دارد.

کلیدواژه‌ها

عنوان مقاله [English]

Developing a Perceived Risk Model for Customers of Investment Services

نویسندگان [English]

  • Amir Reza Konjkav Monfared 1
  • Saeed Fathi 2
  • Bahram Ranjbarian 3
1 Ph.D. Student of Marketing, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan
2 Associate Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan
3 Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan
چکیده [English]

Consumer perception regarding the uncertainty and adverse consequences of buying a product or service is regarded as one of the most important determinants for understanding consumer behavior affecting his decision-making process. The consumer perception is influenced by a number of factors and situations. Hence, it is necessary to develop a model for explaining risk perception of individual investors in the investment services market. The present study is an applied and descriptive-survey research. A self-administrated questionnaire was used for collecting the research data the reliability and validity of which were measured and confirmed in this study. In order to analyze the research data and test the research hypotheses, path analysis was used through SPSS and LISREL. The results revealed that risk propensity, trust, self-efficiency and investors’ knowledge have a significant effect on individual investors' perceived risk. In addition, the results showed that the perceived risk has a significant impact on attitude and tendency to invest.

کلیدواژه‌ها [English]

  • Perceived Risk
  • Risk Propensity
  • Self-Efficiency
  • Trust
  • knowledge

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