The Relation Of Customer Perceived Risk And Trust In E-Commerce

As a result of the easy access to computers and popularity of Internet,more and more companies began to do retail business on line,Electronic Commerce has come into being thereby。Through Internet, the convenience of e-commerce resulted from the easy access to the required information and to make business transactions without time limit and place limit. However, there are still few consumers staking online shopping as the main way. The risk involved in shopping online is a dominant factor which affects consumers'behavior. It is of great significance to explore the possible risks involved in shopping on line,But, this one factor is to affect the key that the consumer has confidence in Electronic Commerce creation exactly. Trust is the base to the success of electronic commerce. In the meantime, trust has become a field favored by many researches. However, the vast majority of studies into trust have a try to do .It is a great risk to shop on the Internet for consumers, Therefore , it is the first and decisive step for owners of B2C web sites to obtain customer trust on a website. In Electronic Commerce, consumer perception risk and trust relation research have the significance being more important then.This paper begins with a literature review of e-commerce perceived risk and trust. It contains mainly two parts in perceived risk: the study of traditional perceived risk and perceived risk under the circumstances of Internet. The former summarizes the previous study on the concept, measurement and facets of the perceived risk. The latter mainly reviews the definition and facets of perceived risk on line. Because online shopping also falls into the category of family shopping, a brief review of the risks of family shopping is also presented in this paper. And it contains two parts in trust. The study of the concept and facts of trust, the study of trust in e-commerce environment .The last part of literature review discuss about relation between perceived risk and trust.The third part of this paper analysis about research model and research method. Through review of perceived risk and trust, this part summarized about perceived risk, trust and e-commerce environmental effect factor variable, and concept model is bringing up. Basing on the model, the study explored Hypothesis between perceived risk and trust, the hypothesis of e-commerce environmental is bring up. We carry out design on research scheme subsequently. First the study of design on qualitative scale, base on research result scholar, the writer carry out qualitative scale about perceived risk and trust. Afterwards it is the sample selection with asks and collection method of the volume,finally this part describe several statistical analysis method about this paper. The main goal of the part is explore the hypothesis, prepared for the under diagnosis research.The fourth part is the most important of this paper. This chapter analysis the data collected by using the software of SPSS., including a description of sample analysis, reliability analysis, factor analysis, consumer perceived risk associated with the trust, and the e-commerce environment impact analysis. Description of sample analysis is about analysis the structure and description the data. Followed reliability analysis is about questionnaire. And factor analysis of the role is intrinsically linked with strong similarity and the use of a variable factor to explain. The perceived risk and trust correlation analysis can prove that the assumptions, through the analysis of the correlation, the third team of assumptions is unsubstantiated, so health risk and the two dimensions of trust cognitive trust and emotional trust correlation is not significant. By relevance to further explore the draw, we draw the perceived risk and trust in internal relationship. The last part of this chapter is about the scale analysis of variance, the purpose is to test environmental factors on e-commerce perceived risk and trust between the significant of impact. Through the analysis of the factors affecting the two assumptions are part of the establishment.In the last part of the paper is the conclusion. Under Chapter IV statistical analysis of the results obtained in this study related to a series of hypothetical conclusions, Because of the series of assumptions, in addition to the assumption that the third group is not set up, other assumptions are accepted, the result is that the perceived risk and electronic commerce negatively related. Then e-commerce of environmental factors is not significant about the regulations. Only e-commerce technology and the reliability of laws have a significant role on economic risks, Privacy risks and trusting relationship. Subsequently exploring the contribution of the study and researching limitations.The study by the predecessor to the results of research on perceived risk and trust related research model empirical research and draw conclusions. Through exploring trust and perceived risk of internal relations in an attempt to reduce consumer online shopping concern, reduce consumer perceived risk of e-commerce to promote the development of e-business. The rapid development of the network today, the current research on e-commerce, undoubtedly has a little theoretical and practical significance.