Influences On The Perceived Risk Of B2C E-Commerce: An Empirical Research

Perceived risk has been considered as the main factor that inhibits consumers online purchase,and reducing perceived risk is an effective way to boost consumers online purchasing behavior. This paper focuses on influences of consumer perceived risk from environment, Internet vendor, consumer, product and Internet technology. An online qualitative study was conducted to identify the influences of perceived risk in electronic buying situations, and cross-validate utility of risk-relievers between books and clothes. Finally, this paper gives some suggestions on how to decrease consumers'perceived risk, such as word of mouth and relative law guarantee, etc.The results show that, friends'recommendation, law protection, and product category have significant influences on perceived risk, while Internet vendor's reputation and size, product information not. Performance risk, psychological risk and physical risk were found to be significantly different across purchase categories, while the other risks not. Payment security, website reputation, viewing the good on the screen, money-back guarantee, exchanging good were thought to be the most effective strategies to reduce perceived risk in online purchasing.