The Study On Online Shopping Perceived Risk And Consuming Behavior Model Of Chinese Consumer

In recent years, online shopping is no longer strange for consumers in China. More and more consumers have begun to accept and adopt the new shopping way. As a new type of marketing channel, it provides consumers with abundant commodity information and personalized service allowing consumers to do shopping anytime. Compared with traditional marketing channel, it has natural competitive advantage. But the online shopping is not developed rapidly like other internet service. Accordding to the report of CNNIC in 2009, only less than one-third of the netizens consider that online transactions are safe, and it further restricts network applications such as the e-business, payment transactions and so on.Perceived risk is believed to be the obstacle factors of the development of online shopping. But few empirical researches probed the complex causal relationship about them. The online shopping perceived risk measurement scales are lack of theoretical support obviously and should be further perfected. Based on the reality confusion and the insufficient theoretical study, with the method of questionnaire survey, this paper analyzes the basic data of samples statistically, and verifies the reliability and validity of measurement scales of online shopping perceived risk. Using method of structure equation model, it studies the characteristics, dimensions of the perceived risk and their relative strength. The proposed model is verified.Based on consumers, this paper studies the mainly variables affecting online shopping behavior. In the attitude --- intention ---behavior framework, based on the TAM model and present situation of online shopping development in our country, the paper proposed the online consumer purchasing behavior model.Online shopping behavior model is based on the Technology Acceptance Model, which is tested by lots of theoretical and empirical studies. On the basis of several famous model about attitude and behavior intention, this paper studies and analies the online shopping motivations model. Data collected by questionnaires were analyzed by factor analysis method, and exploratory factor analysis and variance analysis, which test the validity of the model.This study is based on theoretical and empirical research conclusions and puts forward the corresponding marketing strategy and tactics for online shopping development in China. Based on the past study, The paper studies dimensions of the domestic consumer online purchase risk and the importance of various consumer risk dimensions in China. The risks are listed in order of importance are function risk, privacy risk, service risk, economic risk, social risk, the overall risk, body risk, information risk and time risk. Though financial risk and psychological risk are more important in western consumers, by contrast, Chinese consumers pay more attention to function, privacy risks etc.The paper also confirms service risk, social risk, function risk, privacy risk, information risk, body risk, time risk cover the main types domestic consumers risks dimensions and can explain the perceived risk highly. It indicats the division of perceived risk in western consumers are different from consumers in China. It lays a theoretical foundation for further study in online consumer perceived risk.Based on the Technology Acceptance Model, The paper analies the questionnaire data through factor analysis, exploratory factor analysis and test the hypothesis. using AMOS7.0 to study the six factors (cost saving, find rare commodities, saving time, easy to operate, curiosity and interesting, perceived risk) affecting consumers' attitude and behavior, a novel Chinese consumers online shopping motivation model is put forward. Finally, this paper uses single factor variance analysis to inspect if there are significant differences in five factors including save cost, find rare commodities, save time, easy operation and perceived risk in different areas and gender, age, income and qualifications in the group.Finally, the paper suggests the further worthy research problems about online shopping and related fields.1) The paper constructs online shopping perceived risk types in China. The past domestic study about perceived risk is mainly qualitative analysis and lack of empirical studies. This study is an empirical analysis for domestic consumers. Based on the past study, The paper studies dimensions of the domestic consumer online purchase risk and lists them in order of importance of various consumer risk dimensions in China. It shows that the division of the perceived risk in western consumers is different from domestic consumers.2) based on the TAM model, this paper studies six factors (saving cost, find rare commodities, saving time, easy to operate, Curiosity and interesting,perceived risk) effecting the attitude and behavior of consumer and improved the TAM model. A novel Chinese consumer's online shopping behavior model is put forward at last.3) The paper develops a scale on studying the influence factors of consumer online shopping perceived risk and behavior and tests the reliability and validity.Although this study obtains certain result, but due to some constraints of objective conditions and the ability and the energy of the researcher, there also exist some limitations on the empirical research process. First is the limitations of the study sample, the questionnaire investigations only focuse on part of the developed city and are mainly concentrated in teachers, college students and staff of state-owned enterprises, thus samples are not representative enough.Based on the study of the perceived risk and consumer online shopping behavior, this paper studies the influencing factors of behavior, but there are many other factors not included in the range of research and the future research should be improved.