Research Of Purchasing Perceived Risk And Its Influence On Purchasing Behavior Decision

In the21st century, under the new background of economic globalization trend is clearly accelerating, business competition will be more intense. In this new environment, supply chain management will become a new management model in the21st century. From the perspective of the supply chain, procurement is the junction between the enterprise and its suppliers, improve the level of procurement is a key link to improve synchronize operations between upstream and downstream enterprises in the supply chain. In short, the status of procurement in the enterprise is rising, and the purchasing decisions have been rising to the strategic position in many companies, so it’s imminent to research for purchasing conduct decisions From reading literature I found that many scholars’empirical research indicate that the perceived risk plays a vital role in purchasing decisions in the organization.After the concept of perceived risk has been proposed, it mainly been used to study the behavior of individual consumers, but it’s rare that perceived risk be used in the purchase decision, for the perception of risk within the organization how to influence the purchase decisions is remains unclear. Therefore, finding out the key factors which affecting the purchasing perceived risk and researching the relations between purchasing perceived risk and behavior decisions are not only has the very important academic significance, but also very practical significance.This paper focuses on the core concept of purchasing perceived risk, Theoretically understand the implication of corporate purchasing center members’purchasing perceived risk, and investigate various factors affecting purchasing perceived risk from five aspects:environmental factors, personal factors, suppliers factors, product factors and organizational factors; In addition, this paper explore how these factors regular the affecting relationship by questionnaire for experts. This study used questionnaire survey to collecte data, collected108valid questionnaires, and doing reliability and validity analysis, structural equation analysis according to the date by using SPSS and WarpPLS3.0, the following conclusions:1. The key factors affecting purchasing perceived risk are the following: risk attitude, procurement experience, supplier collaboration time, brand reputation, product standardization, the standardization of procurement processes.2. Purchasing perceived risk will significant affect buyers’ buying Willingness.3. The specification of the procurement process can weaken the influence of supplier collaboration time on purchasing perceived risk.Based on the above conclusions, this study presents management recommendations from two angles:buyers and suppliers.