The Influence Of College Students’ Trust Propensity On Perceived Risk In Online Shopping

The relationship of trust and risk has always been the researchers’ concernedtopic. In the online shopping environment, the relationship of trust and risk isbecoming the important factor of network shopping because of the amplified risks.This research is about the influence of consumers’ trust propensity on perceived riskin online shopping. This research adopts the Rotter’s Interpersonal Trust Scale and theOnline Shopping Risk Perception Scale questionnaire survey on110college studentsto study. The results showed as follows:(1) Trust propensity has a better negativecorrelation with perceived risk, the higher trust propensity the lower riskperception;(2) The relationship between trust propensity and perceived risk are notaffected by gender, educational background, age, and the hometown of students;(3)Trust propensity still has a better negative correlation with perceived risk afterknowing the knowledge of shopping online;(4) Participants perceived risksignificantly reduced after knowing the knowledge of shopping online;(5) Participantsperceived risk significantly reduced after knowing the third-party positive opinion andonline business integrity of affirmation;(6) Participants perceived risk was notsignificantly reduced after knowing the positive opinion of network business privacycontrols and security control;(7) There were no significant differences amongperceived risk under each dimension of knowledge. So, we need to increase theconsumers’ knowledge about how to reduce the risk of objective risk on the basis ofconsidering the inherent characteristics of consumers themselves.