Study On The Relation Between Customer Perceived Risk And Interactivity In C2C Environment

With the rapid development of internet ,people pay much more attention to C to C electronic commerce.Due to it's late start, electronic commerce hasn't become mature. Perceived Risk is the main obstacle for the development of electronic commerce.Customer would give up internet purchase when they see the presence of high risk which is caused by uncertainty of the information in internet.This paper analyzes customer perceived risk from the angle of interactivity in order to reduce customer perceived risk in C to C electronic commerce,which will be great significance to the further development of C to C electronic commerce in China.First,the paper reviews the theory of interactivity and perceived risk and customer decision-making.According to customer decision-making theory ,customer will increase information search behavior when they see the presence of high risk.Interactivity is a most effective way for information search.Thus, the paper proposes that there exists close relationship between interactivity and perceived risk.Second,this paper classifys C to C interactivity into three groups, these are: CustomerWebsite interactivity, Customer-Bargainor interactivity, Customer-Customer interactivity.The paper also proposes four interactivity factors in C to C environment, these are: perceived usefulness, perceived easy usage, mutuality,help.Third,I get statistics through questionary investigation, operating Reliability Analysis, Exploratory Factor Analysis, Correlation Analysis ,Cluster Analysis ,Difference Analysis by SPSS 16.0, and Confirmatory Factor Analysis, degree of fitting and path testing by lisrel 8.7,on the basis of analysis,it concludes:usefulness has observably negative influence on economic risk,social-psychological risk ,privacy risk,time risk; perceived easy usage has observably negative influence on economic risk,social-psychological risk ,privacy risk,time risk; mutuality has observably negative influence on economic risk,social-psychological risk ,privacy risk,time risk; help has observably negative influence on economic risk,social-psychological risk , health risk, privacy risk,time risk. At the same time,the paper get the differences between different people of interactivity and Perceived Risk.Finally, the paper summarizes the limitations of this study and propses the follow-up prospects.