消费者在购买某些商品时,要求有与自己心理相适宜的购物环境,否则,就会产生一定的“情感风险”,而改变购买意愿。如妇女购买自己的专用品时,就不希望有别的男人在场。一些大商场的妇女用品专柜不如那些妇女用品专营店的生意好,一个主要原因,就是其购物环境极易引发消费者的消费“情感风险”。 Consumers in the purchase of certain goods, require a psychological environment appropriate to their shopping environment, otherwise, it will have a certain “emotional risk”, and change the willingness to buy. When women buy their own specials, they do not want to have other men present. Some major shopping malls counter less expensive than those women’s products franchise stores business is good, one of the main reasons is that its shopping environment can easily lead to consumer spending “emotional risk.”