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<P>原文一</P> <P>Product delivery risk</P> <P>ABSTRACT:</P> <P>The product delivery stage is the last step in the consumer behavioral model，before the ongoing support of the good supplied ．There are several issues that need to be studied in this stage，such as the way the product is delivered or used，the level of customer satisfaction,the quality of the products supplied ，the quality of the service，etc．<BR>(1)Digital product delivery risk <BR>A digital product is a product that can be transformed and expressed digitally. It includes music， movies， videos， software， newspapers, magazines，and other forms of digital content.These goods may be distributed in digital format over the Internet，or they may be delivered in a physical form，such as CD—ROM ，DVD，and newsprint．<BR>The supply chain for distributing digital products is in the process of spasmodic change．Customers face a rich set of options in access and content．Increasingly innovative digital products and services,most of them personalized,have accompanied the many access options．Consumers must make correct choice when purchasing digital products．<BR>There are also many complications in delivery digital products over the Internet．For example，the“return product if not satisfied” policy，which guarantees a full refund to dissatisfied customers,is helpful in facilitating trust in physical product transaction.Such a policy,however,might not be feasible for digital product for several reasons．<BR>First，many digital products are fully consumed when they are viewed by consumers．After they are consumed，therefore， returning the products has little meaning.Unlike physical products,returning a digital product does not prevent the consumer from copying product or using the product in the future．<BR>Second，returning a product or refunding a purchase price may be impractical due to transaction cost．Even a small digital product with a cost of a few cents or even less，must be transported twice over the network，so the cost of the refund may exceed the price．<BR>Digital products also have a quality problem．Consumers usually demand that purchased products satisfy certain quality standards．But online consumers  might find it difficult to test or examine goods, such as software，before purchase.Sometimes,the sound of digital music may be poor，or the picture of a movie may be unclear.Consumers may be concerned that the digital products they purchase may not meet the quality standards agreed upon by the supplier．<BR>(2)Physical product delivery risk<BR>Quality is very important in  B2C  physical product transactions， because buyers cannot see and feel the product before they  purchase it．When a customer buys a brand-name good from an established company，he or she is fairly sure about the quality of the product or service purchased.However,when a consumer buys from a not so well known company，quality can be a major issue.The issue of quality is related to the issues of trust and consumer protection.<BR>Some customers are demanding almost real-time information on the whereabouts of their  ordered  goods  and  their  expected  time <A href="http://www.51lunwen.org">www.51lunwen.org</A> of delivery．They may be concerned that they will not get their products in time.For example，the 1999 Christmas season in the USA left many Internet shoppers very dissatisfied with their online experience.Many customers received their orders after Christmas．Some complained of receiving the wrong orders．Most of the online vendors were not adequately resourced to package and ship the products before Christmas.Many firms used Federal Expres，however，the number of orders was too large to ship on time for delivery before Christmas day.<BR>A warranty is a contractual obligation offered by a manufacturer，according to which the manufacturer agrees to remedy or