A Study On The Impact Of Consumer Perceived Risk On O2O Pattern Adoption Attitude

With the continuous development of Internet, constantly updated of mobile equipment, and consumers are increasingly close contact network, the network consumption patterns have also began to be specific slowly. The rapid development of China’s economic, the purchasing power of domestic consumers have improve constantly, so that the demand for luxury goods of Chinese consumers have gradually become one of the markets of the world’s biggest luxury consumption. Along with the network shopping is becoming more and more mature, also has a lot of luxury products through the network channels to overcome geographical obstacles, product sales overseas, it also makes the first generation of luxury E-commerce businesses arises at the historic moment. However, due to the inherent characteristics of luxury, compared with general goods, the online shopping development of luxury goods turn out to be unsatisfactory, which is mainly the influence of perceived risk factors. O2 O e-commerce as a new mode, with the advantages to combined online information, capital and offline logistics, and make full use of the Internet information, the transmission speed is quick, convenient transactions. Therefore, the research about how consumers’ perceived risk influence O2 O mode luxury purchase attitude toward adoption, will good for the luxury industry development of electronic commerce.So, this paper will precede from the angle of perceived risk, on the basis of comprehensive review the technology acceptance model and its related theory, combined with the purpose of this study, established the model measuring consumers’ attitude and willingness through the O2 O to buy luxury from the perspective of perceived risk. Through questionnaire, perceived risk related measurement scale for reference, data collection, using SPSS19.0 to make statistical analysis.According to the results of this empirical study, at the end of this paper, put forward about some suggestions on the development of luxury O2 O E-commerce businesses, reduce the consumer perceived risk of O2 O luxury consumption, improve consumer acceptance, improve the current operation and development of luxury E-commerce businesses, so that the enterprise marketing become more effective and more targeted.