Perceived Risk And Risk Decisions

Based on relevant literature, following the description of risk decision-making theory paradigm, we constructed a more comprehensive decision model of risk factors combining risk decision model and TAM model.Risk propensity and perceived risk are used to measure negative factors perceived by decision-makers in this article. While perceived usefulness, perceived ease of use and trust to investigate positive factors perceived by decision-makers.We further observe and study how intentions of decision-makers are influenced by these factors.As representation of risky decision making behavior, consumers'online payment behavior was selected to conduct our empirical analysis after the establishment of a theoretical model related with risky decision making. Combined with our online payment problems and related literature, Questionnaires was designed to get related data from students and office workers. Item analysis, validity analysis, reliability analysis and factor analysis was conducted based on the processed data to test the reasonableness of questionnaires and data. Then, structural equation modeling was used to test the theoretical model.A few conclusions was got from our model empirical study:risk preferences and perceived risk, trust and behavioral intentions, perceived ease of use and behavioral intentions, perceived ease of use and perceived usefulness, perceived usefulness and behavioral intentions were significantly positive correlation; while perceived risk and behavioral intentions, trust and perceived risk were significantly negatively correlated.Finally, according to theoretical analysis and empirical analysis of the results, shortage of this study was analyzed to make recommendations for further study.