The Research Of Relationship Among Perceived Risk, Involvement And Purchase Intention

Along with China's fast-developing automobile industry is its emerging second-hand car business which compared with that in developed countries however, is still at the initial phase and has deficiencies such as unsound assessment system, credibility crisis, etc., leading not only to the restriction of further development of second-hand car market, but also to higher perceived risk and lower purchase intention in the buyer. Therefore, focuses have been put onto perceived risk oriented research and analysis on second-hand car purchase intention in both academic and business circles.Aiming to study the relation of perceived risk and purchase intention and how involvement influences the consumer and his behavior, this research particularly takes in perceived risk and involvement, builds and validates through empirical methods a relationship model of perceived risk, involvement and purchase intention.A questionnaire survey approach was adopted, with 315 effective callbacks from several second-hand car markets, which analysed with SPSS 17.0 fruit conclusions as follow:1. Perceived risk has a significant negative effect on purchase intention, social risk in particular;2. An evident difference is observed between consumers of high and low involvement (including product and purchase involvement) in all terms of perceived financial risk, physical risk, social risk and purchase intention, but psychological risk;3. Except that purchase involvement has no evident moderate effect on the relationship between social crisis and purchase intention, involvement (including product and purchase involvement) does have a significant moderate influence on the relationship between varied dimensions of perceived crisis and purchase intention.