The Research Of Online Consumer Perception Of Risk And Its Influencing Factors

With the advances of technology and the popularization of networks, China’s e-commerce industry has been rapid development. Online Trading breaking down geographical restrictions, bringing extraordinary change to commercial circulation. But online shopping can not be real contact with the network of sellers, not actually touch the merchandise, consumers in online shopping through psychological perception to various risks. Many studies have shown that the perceived risk of online shopping will hinder the willingness of consumers. Therefore, in terms of e-commerce platform and network of sellers, in addition to improve the technical level of the platform as well as provide preferential prices to consumers, but how to reduce the sensation of incomplete on the psychological needs of consumers is very meaningful.Online consumers perceived risk is mainly due to information asymmetry between sellers and buyers. Compared to traditional offline market, online trading market, consumers can not come into contact with the real goods, information asymmetry between the two is wider.First of all, this study reviewed the theory of perceived risk and its influencing factors, to understand the network consumer awareness of risk. Also combine theoretical knowledge of consumer behavior, consumer buying behavior conducted in China.This study summarized previous studies, based on existing relevant model structure, proposed this new model. By issuing questionnaires to collect the required datas, analysis the reliability and validity with SMART-PLS, used structural equation model to verify online praise degree, system reliability, communication satisfaction, the degree of influence of the line to praise the various dimensions of perceived risk. The results show that the reliability of the system in addition to the assumption of risk-aware transaction does not pass, the other assumptions have been validated, the model described in this study have a better predictability. Finally, put forward the corresponding management recommendations based on the conclusions of the empirical research, in order to promote the healthy development of the online trading market.