| Under the condition of market economy, in order to win added market share and build characteristic competition advantage, any corporation's activity must surround consumer behavior directly or indirectly, take consumer as activity's start and ultimate aim, and provide satisfying product or service to consumer. As marketer and corporation as concerned, it is very important to study consumer behavior's character and factor influenced buying decision completely, thoroughly and systemicly.Study of consumer behavior is the investigation concerning individual or colony's cognizing, choicing, purchasing, using product or service. Purchasing decision making is straight behave of self-identity and acceptance of corporation's product. The reason of consumer choicing a product is because he believes the product can provide more value compared with another. And the value is consumer's perceived value. Perceived value is perceived benefits weigh against perceived risk. Some study's result showed consumer was inclined to reducing risk but not increasing benefit when making purchase decision, so perceived risk is better than perceived benefit in explaining consumer behaviors (Mitchell, 1999). Namely, studying consumer's perceived risk is very important for understanding consumer behavior. Consumer changing, defering and canceling purchase decision is often influenced by perceived risk (Kotler,1995). Perceived risk's study has important significance in theory and practice.Marketer's main aim is adding consumer's purchase intent. In the domain of consumer behavior study, there are two different viewpoints appeard. One viewpoint consider consumer will choose product with maximal perceived value (Zeithaml, 1988), and another viewpoint consider consumer will choose product with maximal perceived value least perceived risk (Bauer, 1960). The commom ground of these two viewpoints is they all believe consumer will form apperceive when making purchasing decision. But how to connect perceived risk and perceived value, there is no answer in previous studies.In addition, consumer will balance gain and loss when making purchase decision, in other words, perceived benefit and perceived risk will appear in the same time. However, most previous researchs discuss either perceived benefit only or perceived risk only when studying consumer behaviors. And among these studies, investigations of perceived benefit are more than perceived risk, namely, emphases of previous studies are concerned with adding perceived benefit. Study concerning consumer reducingperceived risk is lacking.Considering limitations of previous studies above, this study take both perceived benefit, perceived risk into consideration and try to discuss consumer perceived risk reducing behavior. Also the connection between perceived risk perceived value, and consumer purchase intent is the content of the paper.The first section of this dissertation is literature review. Based on literature reading and induction, configuration of this study is put forward. The main work of this study include two aspects:(1) Character of consumer perceived risk and risk reducing behavior Character of consumer perceived risk and risk reducing behavior is refer todimensions of perceived risk, individual difference of perceived risk and preference of risk reducing method. Dimensions of perceived risk mean embodiment of perceived risk. Individual difference of perceived risk means that consumer with different demographic character, purchase experience, product knowledge, involvement and risk attitude, the perceived risk's difference. Consumer preference of risk reducing method mean consumer with different demographic character and risk attitude, tht method they take to reduce risk is different.(2) Relation among perceived benefit, perceived risk, perceived risk reducing, perceived value and purchase intent.What relation between perceived benefit and perceived risk is? Consumer with different perceived risk and differene perceived benefit, risk reducing method they ta...
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