The Research On The Consumer Perceived Risk And The Reducing Risk Behavior

The theory of consumer perceived risk is an important part of consumer behavioral science. Consumers will always feel some risk and can take a series of measures to reduce this kind of risk before the purchase decision-making, this is the consumer perceived risk. The consumers maybe postpone or even cancel this purchase because of perceived risk. Therefore the study on the composing and the influence factors of the consumer perceived risk, and the reducing risk behavior might have a positive instruction and reference to marketing.This paper makes primary researches to the perceived risk on the basis of consulting a lot of materials at home and abroad. In this paper, the concepts and theories related to the consumer perceived risk is introduced firstly. The influence factors of the perceived risk, the composing of the consumer perceived risk and the reducing risk behavior are analyzed after theory analyzing. To make clear the relation between individual statistic variable and the consumer perceived risk, the relation between the consumer perceived risk and buying experience, product knowledge, purchase intent, involvement, risk attitude and mood state, the relation among perceived benefit, the consumer perceived risk and the reducing risk behavior, several suppositions are proposed separately. Then the writer takes the personal computer as an example and designs the investigation paper to obtain the primary data. Through credit and valid analysis, the data obtained from the investigation paper is confirmed credible and reliable. With the aid of the SPSS statistics software, some statistical methods such as factor analysis, one-way ANOVA analysis, Pearson correlation analysis and so on are used to prove the suppositions.Through the theory analysis and the empirical study, the composing of the consumer perceived risk, the influence factor of the consumer perceived risk and the relations between the perceived risk and the reducing risk behavior have found out. Aiming at the consumer perceived risk existing in the personal computer market, five new kinds of the consumer perceived risk are summarized They are product risk, body safety risk, social psychology risk,information risk and after services risk. Besides purchase experience, product knowledge, purchase intent, risk attitude and individual information, the writer finds mood state is a factor that influences perceived risk in this paper. During the study of perceived risk and the reducing risk behavior, this research finds different perceived benefits will bring different perceived risk and then the consumer will choose prominently different strategies to reduce perceived risk, Perceived benefit is positively correlative with the consumer perceived risk.Through theory research, some corresponding suggestions and countermeasures are proposed to instruct the enterprise's marketing activities and researchers who study in consumer behavioral science.