Study On Comparison Of Customer Perceived Risk Between Online Shopping And Brick-and-mortar Shopping

When the global financial crisis coming in 2008 and economic recession,ecomerce industry by the network-retail is booming,and becomes one of the highlights in the crisis background.With the economic reviving, either on-line shopping or the brick-and-mortar faces the same fierce competition. Especially the brick-and-mortar,even there are several stores competing each other in a small regional,and the high cost of operating expenses make prices of commodity high,so compared with on-line shopping, the brick-and-mortar has disadvantage in price,but it can provide trying out with tangible goods for customers,then customers will have intuitive and true feel about goods,meanwhile after-sales service can safeguard and offset temptations of the on-line price. In addition,customs have different degrees of perceived risk between the brick-and-mortar shop and online shopping. According to their respective advantages and disadvantages, both on-line and the brick-and-mortar must keep their own advantages, and remedy weaknesses.Based on the mature research on perceived risk of the brick-and-mortar,because of development of the Internet,many scholars study the factors of perceived risk in on-line shopping.Due to the particularity of on-line shopping,it has itself different degrees of risk with their advantages and disadvantacompared with the brick-and-mortar. So,enterprises should identify the differce and adopt targeted marketing strategy,can lessen the perceived risk of customers,then finish the process of successful shopping.Shopping is the comsumer dicision-making process,when the perceived risk is reduced to the minimum,and enables comsumer'consumption motivation into consumption final decision.In order to lessening customers perceived risk, enterprise can help customers know comprehensive information on goods,lessen perceived risk.While the marketing success,customers draining is retarding,and risk that customers feel in shopping process is minimized to the most lower point. So it found a foundation which enterprise can further build brand,and attract consumers repeating purchase.Based on existing reaserch, this paper will survey and analyse eight factors of consumer perceived risk of the store and on-line shopping with data,then have the comparison and study the differences,in order to help enterprise to lessen customers perceived risk,and advise for on-line or off-line marketing in the most main risk factors,to target.At the same time,beacause of the importance of different products, the degree of risk perceived that consumers shopping online and offline also different. For example.according to the common sense can be judged luxury is more importance and higher in price than daily,so the perception risk of shopping on line is higher.Such as the mibiles' importance and pric are moderate.the perceived risk differenceof online and offline shopping will be difficult to directly judgment. Therefore, this study compares their defference based on buying mobile behaviorFirstly,this paper studies the difference of the store and on-line shopping,the concept of perceived risk and the theroy of perceived risk in the store and on-line shopping environment.based on this,author define eight factors of perceived risk,construct comparative model,and analyse and draw conclusions by survey data and explain.Referring to the conclusion,author target to advise for the store and on-line shopping.Finally,this paper have limitation in using intervention factors to study,such as brand,as subsequent research direction. This paper's main innovation is finding the defference of perceived risk degree between the brick-and-mortar shopping online shopping,and the suggestion on marketing has more scientific and practical meaning.