Research On The Impact Of Trust And Willingness Shopping Perceived Risk In The Network Buy

Online group buying had the greatest developpment in2011, now dropping to itsbottom line. Trust and risk are important to the development of online group buying.Inthis paper the research focuses on the mechanism how trust and perceived risk impacton the purchase intention of online group buying, then provides some significantpolicies to the government and site operators.Trust of online group buying is divided into two dimensions, the e-commerceenvironment trust and buy site trust, which differs from the trust in traditional onlineshopping environment.In this paper, perceived risk is grouped into four dimensions:economic risk, functional risk, social risk, service risk. The study demonstrates therelationship of trust and perceived risk, the relationship of trust and purchaseintention, the relationship of perceived risk and purchase intention, it also proves trustindirectly affect the buying intention through the intermediary role of perceived risk.The research ultimately collected232questionnaires, using software SPSS18.0andAMOS18.0to testify the model.The conclusions are as follows:(1) e-commerce environment trust significantly impacts the buy site trust, theimpact factor is0.42;(2) environment trust through the perceived risk has an indirect positive impact onthe online group buy.(3) buy site trust can significantly reduce the economic risk, functional risk,service risk;(4) e-commerce environment trust can significantly reduce the economic risk,functional risk, social risk, service risk;(5) functional risk, social risk, service risk significantly reduce the intention ofonline group buying;Finally, according to the conclusion of the research, Combined with the literaturereading, Some constructive Suggestions are given. From the macroscopic level,Technology companies should continue to improve online payment technology;thegovernment should establish and better the laws and regulations,at the same time thegovernment should carry on cultural construction to establish a safe shopping environment. From the micro level, Group-buying websites and vendor should signcontracts of quality guarantee and penalty agreement,,using real images and text topromote goods. When the suppliers break the contracts, the Site operators shouldcompensate for the consumer on the basis of the survey.The website should collaboratewith enterprises who have a great reputation in order to improve it’s influence.Thewedsite should let consumers enjoy the comfortable shopping environment, when thewebsite make a promise then commit it.