A Study Of Online Consumer Purchase Intention:from Perceived Risk View

With in-depth development of online shopping, new consumption patterns are sprung. Group Buying Online, Virtual Community, Web 2.0, etc., have brought great opportunities and challenges to the past online marketing researches and practice. A new generation of Internet technology has brought a new marketing idea. Letting consumers to learn from consumers, is the most ideal marketing tool. The new information technologies allow consumers to be not only the recipients of online information, but also the creators. The information provided by consumers has a significant impact on the purchasing decisions of individual consumer. When individual online consumers are in the face of online consumption scenarios, whether are their patterns of behavior and mental processes effect by the information received from other consumers and how to change? This paper attempts to investigate the problem.In this study, individual online consumers are the object of study, previous literature have been reviewed. Then we proposed online consumers’perceive the mental model through the perspective of the conformity theory, and use the framework of the ELM model to explain the decision making process. And then we attempt to confirm our theoretical by scientific research methods step by step. This paper conducted two studies. Study 1 is interview analysis for the herd behavior of online consumers. In this study, researchers conduct a semi-structured interview and coding analysis for 27online consumers, then get the first-hand information servicing for Study 2, and direct the following empirical research; Study 2 in the basis of study design scenario questionnaire, and through on-site the distribution and network issued in two forms to collect samples. The collected data is analyzed by SPSS 16.0 and Amos6.0, and then we proposes the following conclusions:(1) The effect of the eWOM on online consumers is impact by their individual differences variables (product knowledge and needs for uniqueness).(2) Online consumers’willingness to buy is effect by both the eWOM and perceived risk. Consumer purchase intention is not only subjected to the positive impact from perceived informativeness and perceived popularity, but also to the reverse impact from perceived social risk.(3) The perceived functional risk is not significantly effect by the eWOM’s perceived informativeness, while it’s reverse effect on purchase intention is not evident; The perceived social risks is significantly effect by the eWOM’s perceived popularity, and it has an reverse effect on purchase intention.Finally, the author analyzes the shortcomings in the course of the study, sums up the study of innovation and theoretical significance, and then prospects for future research.