The Research On Influencing Factors Of Consumers' Perceived Risk In The TV Shopping

The form of people's shopping has entered the era of non-store shopping. With the continuous development of social economy, the world's retail industry is undergoing constant development and change. The TV shopping as this new non-store sales, are quietly changing people's spending has been the traditional way. Consumer perception of risk in the TV shopping more and more attention. This study is the perceived risk from the consumer point of view to start on the basis of the existing literature on China's TV shopping consumers' perception of risk factors affecting the various in-depth analysis of, and empirical purpose of the study is to identify the perceived risk of TV shopping consumers some of the key factors for business managers and marketing personnel to provide some basis for marketing activities, on this basis to find the business strategies to reduce consumers' perceived risk, thereby contributing to TV shopping development of the industry.In this study, relevant literature research, combined with the characteristics of China's TV shopping industry, summarized the impact of TV shopping consumers perceived risk of the four factors: social environmental factors, consumer factors, product factors and television shopping channel factor. And proposed factors affecting consumer television shopping hypothetical model: For a friend's TV shopping products, consumer perception of risk will be reduced; the consumer's perception of collectivism, the stronger, TV shopping in the lower perceived risk; consumer understanding of the relevant laws and regulations, the more perceived risk in the TV shopping lower; TV shopping consumers perceive risk in women than men, the extent of the consumer; consumer preferences for higher degree of risk, perceived risk of TV shopping in the lower; consumers have more and more TV shopping experience, consumer the lower the perceived risk of those; TV shopping channel more detailed product information, consumer perception of risk on the television shopping lower; lower commodity prices, TV shopping, TV shopping consumers the lower the perceived risk; TV shopping product awareness in the higher the TV shopping consumers the lower the perceived risk; the higher the reputation of TV shopping channel, TV shopping consumers the lower the perceived risk; TV shopping in the higher security of transactions, the consumer's perception of TV shopping the lower the risk; TV shopping in the order fulfillment status, the better, the TV shopping consumers the lower the perceived risk; TV shopping host higher quality services, TV shopping consumers the lower the perceived risk.In order to verify the model assumptions are correct, this study of white-collar workers and housewives in Shanghai for the design of the questionnaire survey. And questionnaires were collected reliability and validity analysis, through the analysis of the questionnaire have been adjusted. By the results of statistical analysis showed that a sense of collectivism hypothesis in addition to the assumptions of this variable has not been confirmed, and the remaining 12 variables of the research hypotheses have been confirmed. Factors in the social environment, a sense of collectivism and TV shopping consumers the relationship between perceived risk was not significant factors in the product, product price and consumer television shopping was positively related to perceived risk, and the remaining variables and TV shopping consumers have a negative perception of risk related.Finally, the analysis of the findings based on the TV shopping market by macro policies, products and television shopping channels for some suggestions. In this study, in theory, to study the TV shopping consumers perceived risk provides a new perspective, in practice, for the TV shopping practitioners provide some theoretical guidance and development proposals.