Research On Online-shopping Preceived Risk

With the rapid popularization of Internet, online-shopping market gets almost explosive growth. But in the meantime, perceived risk of online-shopping is more and more outstanding which has become one of the basic reasons affecting purchasing online. Considering the reality of the online-shopping market, the study on the relationship between the factors affecting the perceived risk of online-shopping and perceived risk dimensions in order to find an effective way of decreasing the perceived risk of online-shopping is now "put on the agenda".On the basis of defining the research subject, the study integrates relevant theories to explore the theoretical sources of the perceived risk of online-shopping, analyzes the relationship between perceived risk dimensions of. online-shopping and influencing factors and proposes a dynamic model of it. By means of statistical analysis techniques and structural equation model, the author reveals the relationship between the factors affecting online-shopping risk and specific risk dimensions. Corresponding suggestions are proposed from the perspective of enterprises and supervisors in order to decrease online-shopping perceived risk. The efforts are summarized as follows:(1) The further exploration of the sources of online-shopping perceived risk suggests that besides the Information Asymmetric Theory mentioned in existing literature, cognitive dissonance theory and limited rational behavior decision-making theory and other theories are also theoretical sources of analyzing the perceived risk.(2) Design the measurement scale for online-shopping perceived risk dimensions, and then by means of statistical analysis techniques and structural equation model, eight dimensions of perceived risk are refined as distinguishment risk, information risk, product risk, payment risk, data transmission risk, online-shopping operation risk, logistics distribution risk and after-sale service risk.(3) Design the measurement scale of influencing factor for online-shopping perceived risk, and on the basis of the systematical analytical ideas and methods, combine with the detailed analysis of the influencing factors affecting perceived risk not only help to construct a system of influencing factors affecting perceived risk which includes personal basic characteristic, personal immanent variable, product factor, website factor, service factor and external evaluation factor, but improve the index system. On this basis the author proposes an operating procedure model of online-shopping perceived risk and influencing factors, represents a dynamic operating process of online-shopping perceived risk from original state—fluctuation—arrangement—make the decision about online-shopping to the influence of next original state, and describes corresponding dynamic changes model of perceived risk dimensions.(4) Through analyzing the relationship between influencing factors affecting online-shopping and risk dimensions, the author proposes relevant assumptions. The relationship between them has been guaranteed by the use of structural equation model such kinds of statistical analytical methods and tools. The results indicate that individual internal variables and environmental evaluation factors have a marked effect on each dimension of perceived risk of online-shopping; education variable has no obvious effect; price variable in product factors and reputation variable in website factors also have a significant effect; while other influencing factors only give a notable effect on parts of the perceived risks.(5) Mothers often like utility maximization when they buy other commodity which is not for infant. But in affecting mothers'perceived risk of online-shopping for infants, the results from further sorting the dimensions of perceived risk represent that the product safety risk dimension plays a "veto by one vote" role. In addition, mothers online-shopping also possess the more abvious features than traditional consumer groups, such as pursuing brand and value personalities, having a fancy for convenience, being fond of free consumption, relying on internet, etc.(6) Some countermeasures and advice on decreasing perceived risk of online-shopping are proposed for relevant enterprse including putting the promotion of security performance on the first place, creating famous brand in online channel and improving relations with media, etc. From the perspective of supervision department and organization, the suggestions include:advocate the discipline of "integrity and self-regulation", establish the mechanism of "break faith will be thrown out", create a credit sharing platform in online-shopping market, and promote authority "credit rating" certification, etc.