Research On The Relationship Between Consumers' Perceived Value, Perceived Risk And Purchase Intention In Online Shopping

With the rapid development of Internet economy,more and more consumers tend to shop on the Internet.In order to explore the relationships among the consumers'perceived value,perceived risk and purchase intention and the differences in demographic variables,this research adopts the questionnaire survey method,600 college students in Nanjing have been chosen as subjects,by using SPSS20.0 software and using descriptive statistics,correlation analysis,regression analysis and variance analysis to process the data.The results showed:(1)The perceived value has significantly positive correlation with purchase intention.The perceived value has positive prediction on purchase intention.The perceived risk has significantly negative correlation with purchase intention.The perceived risk has negative prediction on purchase intention.(2)The perceived value plays a part of mediating role between perceived risk and purchase intention.(3)There is significant difference in gender on perceived risk.The perceived risk of boys is significantly higher than girls.There are no significant differences in gender on perceived value and purchase intention.There are significant differences in grade on perceived value,perceived risk and purchase intention.There are no significant differences in the major,monthly consumption level on perceived value,perceived risk and purchase intention.There is a significant difference in the number of online shopping on purchase intention.Conclusions:(1)The higher the perceived value of consumers,the higher purchase intention.The higher the perceived risk of consumers,the lower purchase intention.(2)The perceived risk not only directly affects purchase intention,but also indirectly affects purchase intention though perceived value.