Study On Perceived Risk And Purchase Intention Of On-line Shopping For Tea

E-commerce rise in the late 20th century and has had a great influence on human's social and economic life. With the development of e-commerce,it has produced immense economic benefits and permeated every field,which radically changed the historical process of the development of the entire social business movement. Many commodities in virtue of the advantages of internet,such as high efficiency,trans-time-space,easy delivery and low cost, has got unimaginable development speed,growth scale and marvellous achievements which tranditional management can not get.However,in contrast with other commodities'high on-line shopping rate,presently,the on-line shopping rate of tea is very low,and trere are not successful e-commerce case of tea.Why?Based on fomer study,the reasons of why tea customers don't want to buy tea on-line are uncertain tea quality,fruadulence and unsafe on-line payment.Those reasons belong to perceived risk,but are not studied systematically and thoroughly.So the author put forward systematical and thorough study on perceived risk and purchase intention for on-line tea shopping to make explicit definition about the relation between perceived risk and purchase intention of on-line tea shopping and to help the better development of tea e-commerce.This study emphasizes the relation between 8 dimensions of perceived risk,which are financial risk,function risk,time risk,psychology risk,body risk,privacy risk,social risk and service risk,and purchase intention of on-line tea shopping for customer.Took tea customers of Fuzhou as sample,provided 200 questionnaires,and tested perceived risk and purchase intention for customers'on-line tea buying. Statistical analysis shows:Time risk and social risk have a low negative correlation with purchase intention.Financial risk,function risk,privacy risk,service risk,body risk and psychology risk have a significantly negative correlation with purchase intention.The degree of correlation with purchase intention: financial risk>function risk>privacy risk>service risk>body risk>psychology risk.Based on the above study results,the author put forward 4 policies and proposal to enhance customers'on-line purchase intention for tea as follows:1.The building of credit system for tea traders;2.Perfecting standardization system of tea;3.Improving security systemof on-line payment; 4.Perfecting service system of tea trader. Finally the author put forward three study enlightenments:1.Fujian tea e-commerce doesn't benefit local traders;2.Tea e-commerce should combine with tea store;3.Tea culture goes to campus.