Study On The Dynamic Formation Mechanism Of Perceived Risks During Cross-border Online Shopping Consumer's Multistage Decision Making

The article set the Cross-border Online Shopping, hereinafter referred to as CBOS, as the study object, created the concept of perceived risks coupling, and researched the dynamic formation mechanism of CBOS consumer's perceived risks from the view of consumer's non-traditional multistage shopping decision making process and dynamic research of perceived risks.First, after literature review, the article contrasted the three main CBOS models of Haidai, Haitao, and import & retail online platform, and its multistage decision making figures, and listed the existing risks of CBOS by analyzing CBOS ecology environment. At this section, it can be concluded that CBOS consumer's shopping decision making is a multistage process which creating a space of related theory innovation under all three models, and CBOS ecology environment is consist of three basic elements of participation subject, industrial linkage and resource factors, and accordingly generate three main CBOS risks of subject risk, operation risk and environmental risk that attributed to three aspects of CBOS's consumers, development and macro-environment.Second, to offset the research lack of CBOS and perceived risks, the article took the method of grounded theory to construct the theoretical model of dynamic formation mechanism of CBOS consumer's perceived risks under multistage process based on the data collection and theory discussion of related materials of CBOS risk factors. The conclusions of this section is that under the joint influence of environment, supply-chain and consumer factors, CBOS consumer perceived risks may be classified into 13 dimensions as legal risks, technical risks, operation risks, recognition risks, service risks, functional risks, financial risks, physical risks, psychological risks, social risks, timing risks and privacy risks. These risks interacted with each other through the channels of internal linkage and operation sequences and dynamically coupled into whole perceived risksThen, the article delved into further study with the theoretical model established above with three approaches:a) Focusing on the multi-dimensional structure of perceived risks, quantitatively researched the dynamic figures of perceived risks under different dimensions(13 risk dimensions), different decision making stages(ordering stage, payment stage and logistics stage) and different channels(Haidai, Haitao, and import & retail online platform) with methods of questionnaires and related mathematical statistics. The conclusion is that CBOS consumer's perceived risks are difference with different CBOS types and shopping decision making stages. With different decision stage, significant linkages of multistage perceived risks may be recognized in the risk array of ordering stage risks—payment stage risk—logistics stage risk. With different CBOS types, multistage perceived risks are also different while Haidai taking the highest risky position but Haitao and import & retail online platform sharing nearly the same risky position.b) Focusing on the formation of perceived risks, the article took the concept of coupling from physics, created the concept of perceived risks coupling, researched the coupling mechanism a of perceived risks with methods of literature survey, mathematical modeling and related mathematical statistics, and made an empirical study on perceived risks coupling path based on sample data. The conclusion is that the perceived risks with CBOS consumer as expressed carrier and information as implicit carrier, generated by supply chain organizational factors and consumer personal factors, linked with each other against the operation node and internal relationship. By this way, all perceived risks coupled homogeneously or heterogeneously into coupling chain and coupling net, got positive, pure and negative coupling effect which finally developed into the whole perceived risksc) Focusing on the influence factors of perceived risks, according to the practice needs, the article creatively screened out supply chain relationship and product features as the two main affecting materials, and researched their interactive influence between supply chain relationship(compact model vs. loose model) and product features(functional vs. extravagant and high tax vs. low tax) with perceived risks coupling effect with two 2 factors and 2 levels mixed designed psychological experiments. The conclusion is that supply chain relationship has apparent affection to coupling degree of perceived risks while tighter supply chain relationship always echoing with higher degree coupling. The affection to perceived risks by supply chain relationship and product features and the mixture of these two variables is also obviously to be found. To functional product, CBOS consumer's perceived risks will be reduced under tight supply chain relationship and be extended under loose supply chain relationship. To extravagant product, CBOS consumer's perceived risks could be found no distinct differences under different type of supply chain relationship. To high tax product, CBOS consumer's perceived risks will be extended under tight supply chain relationship and be reduced under loose supply chain relationship. To low tax product, CBOS consumer's perceived risks will be reduced under tight supply chain relationship and be extended under loose supply chain relationship.Finally, the article made conclusions and gave some suggestions to governmental regulation and e-commercial enterprises practices.