5、认知风险（Perceived risk），当风险高时，不管是财务风险还是功能风险，扩散都会比较困难，例如Walkband出价超过五千元，效果又不如KTV欢唱，结果可想而知；...
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物还要受到个体差异、网络购物风险等因素的影响。Jarvenpaa和Todd(1997)通过研究发现，风险认知(Perceived Risk，PR)是抑制消费者网上购物的主要障碍。网络购物是一种虚拟购物方式，导致网络购物具有产品不可触摸性、产品质量
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overall perceived risk 知觉风险 ; 知风险 ; 总体感知到的风险 ; 总体感知风险
Perceived Risk and E-Commerce 感知风险和电子商务 ; 被认为风险和电子商务
consumer-perceived risk [经] 消费意识风险
customer perceived risk 感知服务风险
consumer perceived risk 顾客感知风险
over perceived risk 提出整体感知风险
perceived risk facet 感知风险维度
market perceived risk 市场认知风险
perceived risk theory 风险认识理论
What relation between perceived benefit and perceived risk is?
另外，感知风险应该是基于具体产品而言的，购买不同的产品，消费者的感知风险表现也是各异的。
参考来源 - 消费者的感知风险及减少风险行为研究There is no obvious correlation between perceived risk and perceived usefulness.
认知风险与使用态度间不存在关联。
参考来源 - 移动支付技术采纳的影响因素研究·2,447,543篇论文数据，部分数据来源于NoteExpress
They demanded higher interest rates to compensate for the perceived risk.
他们需要提高利率水平以弥补他们承担的高风险。
The higher the perceived risk—and there's always some risk—the higher the interest rate the bond must carry.
风险越高，当然风险总是有的，债券的利息也越高。
Peter Sandman 9, a risk Communication Consultant, points out that perceived risk is different from real risk.
Peter Sandman 9，是一个风险顾问，他指出感觉到的风险不同于实际的风险。
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