Research On Online Shopping Decision-Making Of Risk Perception, Behavior Patterns And Emotion Among College Students

In the 21st century, On-line shopping is a thriving new thing, with unparalleled advantages against the traditional shopping. It is a fact that college students as the leading force in this time take a very important position in On-line shopping. Most of the current researches about consumer decision-making just focus on the traditional shopping, while there is few studies on the online shopping and its characteristics of consumer behavior, cognition, and emotion, which become a core concept in the present study. Based on the comprehensive theories on online shopping and the studies about factors affecting it, we developped The Online Shopping Questionnaire. 309 college students in Guangzhou were investigated about the general status, risk perception and behavionral characteristics of online shopping, as well as demographic variables, with The Online Shopping Questionnaire, The Different Patterns of Behavior - Attitude Measurement Questionnaire[66]compiled by Li YuFeng and The Risk Perception Scale [67]revised by Chang Man-kit. In addition, one experiment was designed to explore the decision-making and emotional reacts of online shopping according to the views of LanXia[4], using the ERP to simulate the online shopping context. 12 subjects participated in the experiment.The results of the study were as follows:(1) According to the results of the investigation with The Online Shopping Questionnaire, we found the number of college student who shop on internet is still expanding and growing. Taobao, Joyo and Dangdang were the online shopping platforms used frequently. The reputation of sellers was the primary factor to consider.The stationery and sports goods were the main products to buy, and the digital products was evaluated as the riskiest product. (2)Through the investigation of The Different Patterns of Behavior -Attitude Measurement Questionnaire [66] and The Risk Perception Scale [67],we found there were significant differences in consumer behavionral patterns and risk perception among gender,grades, surfing time,live cost and online shopping experience, while the consumer behavionral patterns was closely related to the risk perception.(3)The experiment about the decision-making and emotional reacts of the online shopping suggested that there was a relation between decision-making and emotional reacts, N170, LPC and P300 provided support to the conclusion.(4)Emotion plays an important regulatory role between online shopping experience and decision-making.In short, compared with the traditional shopping, online shopping is one kind of consumer behaviors with high risk. The dealers should continue to spare no effort to eliminate the potential risk, so that the consumers can fully enjoy a safe and enjoyable shopping experience.