| In recent years, with the rapid development of Internet technology and e-commerce,the scale of China’s network shopping showed a trend of rising. Thus,many electric business enterprises have built up their own online shops. However, due to the characteristics of the virtuality of the network environment, customers often produce greater risk perception when shopping online. At present, more and more scholars have focused on the research of the customer’s risk perception, customer decision-making and the related factors that affect customer online purchase behavior.The purpose of this paper is to study the mechanism of the influence of online customer perceived risk on compulsive purchase behavior. This article will use customer perceived risk as the independent variable,the customer’s impulsive purchase behavior as the dependent variable, brand relationship quality as a moderator variable. With the help of SPSS 19.0 and AMOS23.0, this paper through the analysis of multiple linear regression method showed that (1) the four dimensions of customer perceived risk: information perceived risk, transaction perceived risk, distribution perceived risk and post-sales perceived risk have significant negative effects on the customer’s impulsive purchase behavior . (2) Brand relationship quality can adjust the relationship between customer perceived risk and impulsive purchase behavior partially. Thus, the research conclusion will further perfect the theory of perceived risk in the current application in the field of network marketing.Finally, based on the research conclusion, in order to create a loyal customer base, the author provide electric business enterprise with the suggestions on how to improve the problems of customer risk perception during their three stages of buying goods and how to cultivate a good relationship between customer and online product brand quality. In simple terms, (1) before buying the products ,online sellers should solve the problem of information perceived risk, (2) when customer is buying goods ,sellers should solve transaction perceived risk,(3) when customer has bought goods,they must solve the problems of distribution perceived risk and post-sales perceived risk. At the same time, the author also put forward some feasible advice for online sellers to further develop the relationship quality between customers and their brand. |
