The Influences Of Product Factors On Online Consumers' Perceived Risk

Internet appliance market has been a rapid development with the development of online shopping in recent years. However, the number of online shopping appliance users is still smaller compared to other products, and consumer buying behavior shows significant differences for different types of home appliances. It is urgent to analysis the causes of this differences and take the corresponding solution.Perceived risk theory is an important one to explain and predict consumer behavior. Based on this theory and from product factors, this paper discuss the impact on online consumer perceived risk because of home appliance product factors and makes specific analysis on impact of perceived risk dimensions from household electrical appliance's types,price,function,brand as well as the service requirements. To some extent, the study of this paper enrich consumer perceived theory which base on product factors and test he applicability of existing perceived risk dimensions.This paper have done the following work in the process of particular study: Firstly, the construction of theoretical model. This paper have constructed research model by means of reviewing relevant literature relating to perceived risk, product factors and the impact of product factors to perceived risk, it proposed the relevant hypothesis according to research model and research purposes. Secondly, the data collection. This data are mainly obtained through questionnaires. 310 valid questionnaires, which are designed on the basics of mature scale and the specific circumstances of this study, are collected primary through the issuance of paper questionnaires, electronic questionnaires and web questionnaires. Thirdly, data analysis. Data analysis mainly accroding to SPSS statistical data analysis software. At the choice of statistical methods, his paper applied the factor analysis, independent sample T test, ANOVA , Pearson correlation analysis and multiple linear regression analysis method. The following conclusions are reached through empirical analysis of data:(1)There are obvious differences in consumers'perceived risk if they buy different household electrical appliances. In detail, the more expensive products they buy, the more risk they will perceive. However, the kinds of products have little effects on goods risk, privacy risk, social risk and mental risk.(2)The price of the home appliances has great effect on Online Consumers'perceived risk. Generally speaking, the higher the price is, the risk consumers feel will be bigger. But the price has small effect on other risk factors.(3)The richness of product features and network consumer perception of economic risk, product risk, privacy risk, and psychological risk was a significant positive correlation, that is, when consumer buy appliances online, the more product features, the greater economic, product, privacy, and psychological risk they perceive.(4)The product brand awareness and online consumer perception of economic risk, product risk and psychological risk was significantly negatively correlated, that is, the higher brand awareness of online appliances is ,the smaller economic, product, and psychological risk they perceive.(5) There were significantly positively correlated between product service requirements and the consumer perception of economic risk, product risk, social risk and psychological risk, that is, the higher requirements of online product service is, the greater economic, product, and psychological risk they perceive.(6)The results of the regression analysis shows that, compared to the product features and brand awareness,after-sales service requirements of home appliances has the greatest impact on the consumer perception of economic risk,product risk and psychological risk, the followed is brand awareness, product features'impact is minimum.(7)Demographic variables's influence on the perceived risk of online consumers .The research shows that the psychological risks Women perceived are significantly higher than men in the process of buying appliances online, while the age,education, income level have no significant effect on each dimension of perceived risk .The more times consumers go shopping online, the the smaller the perceived risks of economic risk, product risk and privacy risk in the process of buying appliances online, while it turns to the Social Risk and the privacy risk, the times of shopping online have no Significant effect on consumers'perceived risk.Finally, Based on the above results, we conduct discussions and analysis, and according to the research findings , We make the following recommendations for manufacturers of home appliances, network appliances retailers and online shopping platform for service providers:(1)In terms of the appliance manufacturers, First of all,as for different home appliances, network of sales channels should be carefully chosen.Then,We should pay attention to the influence of after-sales service requirements to the perceived risk of online consumers. Finally, We need to strengthen brand building, and enhance the brand awareness.(2)For network appliances retailers, first of all,they should be carefully select online distribution or agency of household electrical appliances; secondly, they need to combine with household appliance manufacturing business to do service work of related products. Thirdly, establish partnership with excellent logistics enterprises. Finally, targeted online marketing activities should be carried out for different consumer groups.(3)For the service providers of online shopping platform, on the one hand,they should improve the technology of web site security payment and enhance their moral restraint; the other hand, they should establishe the directional communication mechanism in technology with the appliance manufacturers and network retailers.