The Research On Perceived Risk Facets Based On Consumer Purchase Process

The theory of consumer perceived risk is an important part of consumer behavioral science. Some results show consumer are inclined to reduce risks rather than maximize benefits when making purchase decisions, so the theory of perceived risks is better than the theory of perceived benefits in explaining consumer behaviors(Mitchell, 1999).Therefore the study on the the consumer perceived risk, might have a significant positive and effective instruction and reference to marketing.Based on Literature's rellection related to perceived risks ,the paper discoveres the research concerning perceived risks among purchase process is lacking. According to the situation, the paper takes 5 processes division that put forword by Engel,Kollat and Blackwell in 1968,and usuasally used by many scholares as the foundation, including the processes of confirming need, searching information, evaluating project, deciding purchase and post-purchase ,and makes primary researches on the perceived risk facets among different purchase process on the basis of consulting a lot of materials at home and abroad.The paper takes notebooks market of college students in Beijing as sample. Firstly the paper introduces consumer behavioral science, purchase process theory, and the theories related to perceived risk. Secondly, Based on purchase process , the paper designes questionnaires , sampling method, data analysis method, and researches perceived risks'facet through substantial evidence method. This dissertation investigated 2000 questionnaires. With the aid of the SPSS statistics software, This dissertation resulted perceived risks'facets in diffirent purchase process, through correlation analysis, factor analysis, Cronbach ' s coefficient alpha analysis and mean analysis method and so on,In addition, the paper measures perceived risk in different purchase process. Though the analysis of theory and substantial evidence method, the paper reasearches some conclusions as follow: (1)The paper detects the perceived risk facets of the different purchase process,and discoveres some purchase processes are four facets and a purchase process is three facets.The result shows the consumer The facets'variety in each purchase processes demonstrates the facets that comsumer emphaticly take care of are different. Accordingly the result illustrates it is necessary and meaningful to study perceived risks facets among different purchase process.(2)In the paper perceived risksfacets include product's maintain and service risk, performance risk, financial risk , psychological risk, physical risk and information risk as a whole.They are basically consistent with former studies which put forward six dimensions including financial risk, performance risk, physical risk, psychological risk, social risk and time risk. Certainly there are also differences. The paper considers that the differences between the result of the paper and former studies lies in sepecial factors,such as, the researched object and the analysis method of different purchase process. Therefore, in a sense the six dimensions are integrally fit for the comsumer in China.(3)The paper measurs perceived risk facets in different purchase process,researches degree that consumer perceived perceived risks'facets in the same purchase process,and studies the regulation of the different perceived risk'facet among different purchase processes. Study results show the facets of defferent process are regular.In addition, the paper in a sense testifies Mitchell hypothesis——perceived risk level of successful purchase processes .(4)Basee on the perceived risk facets ,the paper also put forward given corporation marketing strategies which will reduce comsumer perceived risk .