| Perceived risks are considered of arising from the asymmetric information of purchasing process. For a long time, most research of the perceived risk mainly in the area of B2C, but in the field of C2C, the rapidest increment part of online market and almost occupy 90 percent of the amount of internet business, have not been given adequate concern yet. As the C2C e-commerce model determined its trade information more asymmetric than B2C, the consumers in C2C environment are faced with more uncertainty. These uncertainties intensify the risk perception of the consumer and affect their on-line purchasing intention.For summing up the source of risk perception from three areas: store risk, product risk, and delivery risk,the article based on summarizing characteristics of the perceived risk and concluding past researches relate to online risk perception. Then, we classify and explore the risk dimensions of store and product to build a model to dealing with the perception how to influence customers to buy. At last, we brought vital statistics and internet experience as two-condition variables to discuss which whether have significant difference on relationship between perceived risk and purchasing intention.Data analysis results show that the effects of product risk of consumer on the source of risk perception in C2C business is biggest, followed by store risk. While the different background variables, the C2C consumers' risk perception and purchasing intention vary. And finally, based on the conclusions of the article and situations of China's C2C e-commerce, focused on how to bring consumer perceived risk down, We try to explain risk perceptions how to affect consumers' C2C online shopping decision-making process. Some marketing suggestions which contains the C2C website platform,C2C dealer and logistics service provider are proposed. |
