| In China online shopping has incomparable advantages.It is efficient and convenient, it has a wide range of selection,low cost and many other advantages that traditional shopping could not compare with it.So it gradually integrated into our daily lives,But at the background of the market’s rapid outbreak, Online shopping surged in volume of complaints these years.This study is conducive to the understanding of the college students’risk perception on the purchase intention, thus reduce the perceived risks, achieve the marketing activities, promote rational consumption.By reading a lot of literatures,I will pose my own opinions which are based on the existing researches.The background of the research is C2C e-commerce,and the product is limited to the experiential product. Explore that how the word of mouth will play effect on the perceived risks by means of model of ELM and the perceived risks’ effections on purchase intention. We will use the questionnaires to test customers’perceived risks,we will use the model of ELM to find out the internal psychological process. The questionnaire includes two parts. One is the risks from the shop,and the other part includes the risks from products.SPSS 16.0 will be used to handle the data.The targets of the literature are to make a clear definition of the perceived risks’ dimensions; introduce the manipulated variable (consumer factors、word of mouth factors) to the model which in order to find out how will they make effects on the consumer’s perceived risks.We have made an empirical analysis from 198 valid questionnaires,and made 9 assumptions,8 of them have been proved.we have had the follow conclusions:the factors of demographics and word of mouth may affect the perceived risks,the total perceived risks and purchase intentions have significant correlation. Economic risks,functional risks,physical risks,are included in the regression equation model,and the hold the backward prediction for the purchase intention. |
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