Research On The Impact Of Trust And Perceived Risk On Purchasing Decision Of Online Shopping

Along with the rapid development of the Internet and the widespread use of computers, electronic commerce as a new business model has developed rapidly. Following by the network shopping also has greatly changed the traditional consumption mode, people can enjoy the convenient and efficient service never leave home that make consumers more love. The online shopping of China started late and has been controversial, the focus of safety and risk issues in online shopping is always concerned by people.Based on the previous research, we define online shopping trust as in the online shopping environment, due to the existence of certain risks and uncertainties, trust party based on the trusted party in terms of ability, integrity and goodwill trust the judgment of the premise, to the good forecast its behavior. Perceived risk is refers to the consumer in the process of online shopping to meet a variety of objective risk psychological feelings and subjective cognition that is a feeling of uncertainty arising from an inability to anticipate the outcome of a purchase. This study used the questionnaire survey method, through the field release and the questionnaire star platform to collect the questionnaire, and use the SPSS software to carry on the data statistical analysis. In this paper, online shopping trust is divided into two dimensions of trust and trust in the shopping environment, and it is assumed that online shopping trust can affect the consumer’s perceived risk. From the measurement of the actual purchase behavior of consumers, to explore the perceived risk in the trust of consumers’ online shopping decisions affect whether the intermediary role in the process.This research through empirical analysis: In this study, the online shopping trust is divided into two dimensions of shopping environment trust and seller trust, and through the empirical analysis, it can be concluded that the online shopping environment trust significantly affect the website seller trust; Through the perceived risk of the online shopping, the trust have an indirect and positive impact on the purchase decisions; The economic risk, functional risk, privacy risk, social risk and time risk have a significant negative impact on the consumer’s purchase decision; Electronic commerce environment trust can significantly reduce economic risk, functional risk, privacy risk, social risk, physical risk and psychological risk; The seller trust can significantly reduce economic risk, privacy risk, psychological risk;Different types of consumers show significant differences in trust, perceived risk and purchase decision.