Study On Evaluation System Of Perceived Risks Of University Students Shopping Online

With the rapid development of internet economy, more and more enterprises are developing the online shopping business, which university students participate in as a special consumer group. The expansion of university student consumer group contributes much to the generation of a huge consumer market, bringing tremendous opportunities to the online shopping business. The perceived risks involved in online shopping serve as one of the most crucial restraining factors for university students to participate in shopping online. Whether the enterprises can heighten their awareness of the perceived risks of the university students shopping online and thus effectively reduce those perceived risks based on the analysis of perceived risk is quite important for them to obtain the future competitive advantages in the market of university students shopping on the internet.Compared with the booming online shopping, the theoretical research on evaluation system of university students’perceived risks in online shopping lags behind. Most studies at home and abroad on the perceived risk in online shopping are oriented towards the risks perceived by the common consumers shopping online instead of focusing on a specific consumer group. Given the fact that different consumer groups emphasize different aspects in online shopping, the present paper tries to expand the studies on consumer’s perceived risk in shopping online by concentrating on the university students as a consumer group.First, the present paper elaborates on the fundamental theories of consumer behavior, shopping online and perceived risk. Second, on the basis of literature review and interviews, the evaluation system of perceived risk in the university students’ shopping online is established. Third, the evaluation system is further verified and then improved based on the questionnaire survey in several universities and the data analysis by SPSS18.0. Finally, relying on the evaluation system of perceived risk in university students’shopping online and taking into account the production enterprise, the online retailer, the service provider of online shopping platform and the characteristics of university students as a consumer group, this paper proposes corresponding marketing strategies and suggestions to reduce the perceived risks involved.