Research On Consumer Perceived Risk And Risk Relivers

Study of consumer behavior is the investigation concerning individual or colony's cognizing, choosing, purchasing, using product or service. Purchasing decision making is straight behave of self-identity and acceptance of corporation's product. The reason of consumer choosing a product is because he believes the product can provide more value compared with another. And the value is consumer's perceived value. Perceived value is perceived benefits weigh against perceived risk. Some study's result showed consumer was inclined to reducing risk but not increasing benefit when making purchase decision, so perceived risk is better than perceived benefit in explaining consumer behaviors. Perceived risk's study has important significance in theory and practice.The thesis involved perceived risk and risk relievers, the research included three aspects: (1) On the basis of theory on perceived risk in Jocoby and Kaplan(1972) research, this study takes consumer of cosmetic market as sample. Dimensions of perceived risk mean are discussed and five dimensions are brought forward. (2) Based on interview and literature review, risk relievers are discussed and four dimensions of risk relievers are put forward. (3) Based on five dimensions of perceived risk and four dimensions of risk relievers, the relation between perceived risk and risk relievers is discussed by regression and correlation analysis.Compare with former studies concerning perceived risk, the following aspects are unique points of this study: (1) Though the theory of perceive risk is put forward early, there are few study in Chinese consumers on perceived risk. So this study is investigated from Chinese consumers. (2)This study takes consumer of cosmetic market as sample. Dimensions of perceived risk mean are discussed and five dimensions are brought forward. (3)Based on practice investigation and exploration research, four dimensions of risk relievers are put forward. (4) The relation between perceived risk and risk relievers is put forward by regression and correlation analysis.