The Empirical Study On The Effects Of Individual Characteristics And The Perceived Risk Of Purchase Intention In C2c Transactions

Along with the development of Internet and information technology, e-ecommerce has populated for it's convenient and cheap and even China's online shopping has a good development in recent years.《2009 China's online shopping market research report》by CNNIC shows that many Internet users has consulted the products information on internet in six months, but only less one third of them buy products online. Without time and space constraints, C2C e-commerce has the advantage of convenient and efficiency; however, there exists a contradictory phenomenon between huge consumption demands and small consumer behavior. There are many reasons for this phenomenon. Many investments show that consumer perceived risks have almost been the most important factors preventing e-commerce from further development. Therefore, this study focuses mainly on consumers'perceived risks, analysis the degree of influence and, at the same time, provides corresponding strategies to ultimately achieve win-win situation for the sellers, buyers, website and national resource allocation in C2C transactions.The paper deduces that there are five major factors influencing consumers'shopping motivation, that is, financial risks, time risks, function risks, mental risks. Moreover, this paper points out individual factors have an affect on shopping habits, and the paper uses four factors to modify individual factors, that is, consumers'demographic, online shopping experience, network reliability and individual creativity.Statistics analysis software SPSS 13.0 was applied to deal with the data. The data was dealt with statistical analysis of correlation, one-way ANOVA and regression analysis. At last, I arrive at the following results:1. During C2C transactions, the individual characteristics of gender, age, education level, weekly visiting the C2C shopping site online shopping and the frequency of consumers'purchasing products have significant influence. 2. Individual risks and financial risks affect consumers purchase intention.