Study On The Affec To Fconsumers’ Perceived Risk On Post-purchase Behavior

Currently, with the continuous improvement of productivity and theindustrialization process, China’s market has transformed into a buyers’ market withsurplus commodities. In a buyers’ market background, enterprises will shift thefocus from production to consumer as the core of operatition. Enterprises are facedwith diverse consumer needs, how to maintain customer loyalty, managepost-behavior effectively, gain high brand loyalty and maintain a high level ofprofits in the frequent price war is a question most componies should handle.Enterprises should determine and identify the customer’s purchase behavior andanalyze the factors that influence post-purchase behavior in order to achieveeffective post-purchase management. Consumers’ perceived risk is an importantfactor affecting the purchase process, research on consumers’ purchase behaviorperceived risk provides a unique perspective, with great theoretical and practicalsignificance.After the literature review, analysed the perceived risk theory, basic theory andpost-purchase behavior of consumer sentiment related to the theory, established arelation moded of perceived risk, consumer satisfaction emotion and post-purchasebehavior, used questionnaire method to collect empirical data and used Sma rtPLS2.0implements the least squares regression analysis to verify the hypothesis. Inaddition, analysed the different dimensions of perceived risk division and differenttypes of post-purchase behavior impact, explored study of the impact of smartphone purchase behavior risk factors and gave the corresponding marketinginspiration.After analysis of the empirical results showed that at consumers’ post-purchasestage, perceived risk had a significant negative impact on consumer satisfactionemotion, consumer satisfaction emotion had a significant positive impact onpost-purchase behavior, consumer satisfaction emotion played a mediating vareablerole. Moreover, the different types of perceived risk had different influences onpost-purchase behavior, the impact of the size in order was: repeated purchase,premium payments and word of mouth. Exploratory study of the perceived risk ofspecific dimensions and three typical post-purchase behavior found that differenttypes of risks could lead to different customer post-purchase behavior.