Resrech On Customer Perceived Risk To Purchasing Intention In C2C E-commerce

With the increasing popularity of the Internet, it provides a huge growth space for e-commerce development. The online shopping, as a new trade pattern, is gradually changing the way of our life and the way of thinking, with quick, convenient, low cost and other traditional shopping incomparable advantage, not only attracting more and more consumers' and merchants' attention, but also bringing the unlimited business opportunities to the merchants. According to latest report data, published by CNNIC, we find that consumers who had online shopping experiences accounted for 33.8% of all the net citizen, and the turnover of online shopping accounted for 2.1% of social total retail traded in China till June 2010, while this ratio have been more than 7% in American till 2009. It shows, compared with the developed countries, China's online shopping utilization rate is still low. Reason is consumers perceive more uncertainty during online shopping process. Namely, the perceived risk is main bottleneck which discourages China's e-commerce development. At the same time, perceived risk problem has caused high attention of researchers.Through reading extensive domestic and foreign relevant literature, I put forward my own research thought on the basis of referencing existing research results. The thesis set C2C e-business which contains higher perceived risk as research trading environment and expand researching product from a single product to a kind of experience-based products. Design the consumers'perceived risk measurement scales from the two risk source:product and online shop and design questionnaire to collect the data for analysis that include descriptive statistics analysis, reliability analysis, validity analysis, factor analysis, correlate analysis, multiple regression analysis and one-way ANOVA analysis. Propose the research hypotheses and analyze data using SPSS16.0 statistical software. Re-divide dimension of the perceived risk. Establish relationship model between perceived risk and purchasing intention, and bring factors which involved in C2C e-trading environment as background variables into the model.These factors include the consumer factor, C2C website factors and C2C environmental factors. Analyze the influential role of background variables on consumers' perceived risk and purchasing intention.Through data empirical analysis on 194 valid questionnaires, there are 21 hypotheses coincidence with the 25 null hypotheses that put forward in thesis. The thesis concludes that consumers'perceived risk is divided into 9 risk factors in C2C e-commerce. They are, respectively, credit risk, privacy risk, time risk and service risk which derived from the network store, and economy risk, function risk, physical risk, psychosocial risk and logistics delivery risk which derived from products. The four factors of online shops accumulative variance contribution is 66.060%, and the five perceived risk factors from product cumulated variance contribution of 69.091%. The four background variables, online shopping perceived ease of use, perceived usefulness, technology safety, e-commerce laws and regulations are negatively related to perceived risk. Perceived risk between every factors and purchase intention is inversely related, with economic risk having the strongest influence on purchasing intention, and the time risk having the least, among the negative correlation. Perceived risk from product and online shop are not independent of each other, but closely related. Consumer factor variables have remarkable difference influence on perceived ease of use, perceived usefulness and perceived risk.At last, on the basis of the conclusion, the thesis puts forward some corresponding proposal for C2C online merchants and the C2C website platforms, in combination with C2C status. In order to minimize customers'uncertainty and perceived risk when online shopping in C2C environment, and enhance their online purchasing intention. I hope this can relieve our low rate online transactions fundamentally, and promote e-commerce healthy, long-term and rapid development.