Research On The Perceived Risk In Online Shopping And Consumer Behavior

With the popularization of Internet, more and more companies began to do retail business online, however, there are still few consumers taking online shopping as the main purchasing way. A lot of studies have indicated that consumer perceived risk has stopped consumer from online shopping. So it's crucial to fully understand consumers' perceived risk in online shopping for understanding consumer online behavior and encourage them to adopt online purchasing.Through literature analysis (induction, deduction and comparison), this study explores consumer perceived risk in online shopping and consumer behavior.In traditional in-store shopping environment, there are six types of perceived risk, financial risk, performance risk, physical risk, psychological risk, social risk and time risk. There are also these types of perceived risk in online shopping, however perceived risks in online shopping have some different meanings. Analyzing deeply the source of online risk, we find that the lack of face-to-face interaction, the inability to inspect goods and services prior to purchase, and the asynchronous exchange of goods, money and information all contribute to the perceived risk of purchasing online.Afterwards, this paper analyses influences on the perceived risk of purchasing online. This study presents a general mode of influences on the perceived risk, these factors are consumer, product, the vendor and other factors. When consumers purchase online, these factors are consumer, product, the online vendor and the electronic system.At last, this paper discusses the consumer purchasing online behaviors. When consumers perceive risk, they always avoid risk unconsciously. In the purchasing decision process, especially the information search and brand choice behavior are related to the perceived risk closely. The result demonstrates that consumers need more external information search, when they perceive higher risk and lack internal information. Moreover, they prefer personal sources, such as word of mouth and opinion leader. Consumers also reduce risk by selecting famous brand, brand loyalty or repeating selection of familiar brands.