Consumers' Risk Decision Research In Network Communication

Internet consumers are a special group of consumers, generated by the driven of e-commerce, and flourished by B2C\C2C'smotivate, until now permeate many levels of society. These people, who are mostly young people, aged 18-28, basically high school educated, mainly students and white-collars. Their income is not necessarily more, form 1500 yuan to 6000 yuan are all likely to be an internet consumer.Applying empirical research method to explore how and what risk be perceived by internet consumers when they consume in the network, and how they avoid these risks. The article contains the following sections.First, Tt will introduce how to choose the topic of the study, research methods and define the basic concepts. Second, Propose the design of this study. Including construct the frame of this study; propose hypothesizes; show the questionnaire design process; measure the variables and sampling design. Third, Sort out questionnaires, and test hypothesizes through statistical analysis. Fourth, The results. Combining the basic theories of consumer behavior, I analysis how to get these results. Fifth, Through the analysis of the internet consumers, I make some proposals to network marketers and consumers, increase the perceived profits and reduce the perceived risks. This chapter also selected two typical cases to fully demonstrate the behavior of the internet consumers, by observing the process of how they choice online. Finally, we will get a comprehensive picture of the internet consumers; complete the analysis of risk decision in network communication.