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Shopping online for children: Is safety a consideration?
Journal of Safety Research ( IF 4.264 ) Pub Date : 2021-06-10 , DOI: 10.1016/j.jsr.2021.05.011
Sharon Levi 1 , Elad Calif 2 , Alexandra Aronin 3 , Anat Gesser-Edelsburg 4
Affiliation  

Introduction: There has been a significant increase in online purchasing and product safety problems have been identified in e-commerce. This study examines consumer behavior and safety perceptions among parents purchasing child products online. Method: A mixed methods approach, including focus groups and a survey with parents, identified key characteristics and behaviors. Cluster analysis was used to determine different population segments (including “Informed,” “Uninformed,” and “Infrequent” consumer groups) based on their frequency of online shopping and search for product information. “Safe” and “Unsafe” behavior groups were identified related to their search for safety information on child products. Logistic regression analysis was used to study the effects of consumer type groups and demographic variables on the chances of being a safer consumer. Results: Findings indicate that child product safety considerations are not a priority for parents when shopping online. Only 62% of the survey respondents indicated that they search for information prior to buying a child product online, of which only 13% of the respondents noted that they search for information on product safety. Risky consumer behaviors were identified including the purchase of imitation products (counterfeit or knockoff products) and autonomous checks for product safety in lieu of safety standards. The logistic regression analysis found that being an “Uninformed Consumer” increases the odds of an individual being an “Unsafe Consumer” by 8.4 times (χ2(11) = 97.33, p < .001). Practical Applications: Design of a social marketing campaign that targets these different population segments to change perceptions and promote safe online purchasing is recommended.



中文翻译:

儿童网上购物:是否考虑安全?

简介:网上购物显着增加,电子商务中发现了产品安全问题。本研究调查了在线购买儿童产品的父母的消费者行为和安全观念。方法:包括焦点小组和家长调查在内的混合方法确定了关键特征和行为。聚类分析用于根据他们在线购物和搜索产品信息的频率来确定不同的人群细分(包括“知情”、“不知情”和“不常见”消费群体)。“安全”和“不安全”行为组的识别与他们搜索儿童产品的安全信息有关。Logistic 回归分析用于研究消费者类型组和人口统计变量对成为更安全消费者的机会的影响。结果:调查结果表明,在网上购物时,儿童产品安全考虑并不是父母的优先考虑事项。只有 62% 的受访者表示他们在网上购买儿童产品之前会搜索信息,其中只有 13% 的受访者表示他们会搜索产品安全信息。识别出危险的消费者行为,包括购买仿制品(假冒或仿冒产品)和自动检查产品安全以代替安全标准。逻辑回归分析发现,成为“不知情消费者”会使个人成为“不安全消费者”的几率增加 8.4 倍(χ 2 (11) = 97.33, p  < .001)。实际应用: 建议设计一个针对这些不同人群的社交营销活动,以改变观念并促进安全的在线购买。

更新日期:2021-08-15
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