A Study On The Impact Of Consumer Perceived Risk On Luxury Purchasing Behavior In O2O Mode

Online shopping perceived risk is an important decision factor for consumers to purchase goods, luxury e-commerce enterprises is particularly prominent. The luxury e-commerce enterprises in China using the Internet advantages across time and region, have experience the golden age since the beginning to 2012.But different from general merchandise, one of the most important attributes of luxury is distinguished user experience. Only rely on the network platform to provide services to consumers, has been unable to meet consumer demand for luxury consumption. When online shopping could not meet these demands, consumers perceived a higher level of risk and could be more cautious on the purchase of luxury goods. With the development of O2O--- the integration of online and offline resources, has brought new opportunities to the luxury goods industry. So many luxury e-commerce enterprises have tried to run the O2 O, but for the O2 O mode of operation and the value it brings is still in the exploratory stage.Therefore, this paper starts from the perspective of risk perception, combined with experimental method, questionnaire survey method to explore luxury e-commerce enterprises through the operation of the O2 O effecting on consumer’s perceived risk and purchase tendency. Through the literature research summary concludes the consumers of all dimensions of perceived risk and consumer purchase tendency measurement method. Introduced external variables, through empirical analysis to verify the O2 O operations effecting on consumers’ perceived risk and luxury goods purchase tendency, and analysis the key factor of the consumers’ perceived risk factors affect luxury consumers purchase tendency. Based on the conclusions in the study, this paper also attempts to summarize the conclusion of the luxury market running O2 O mode, in order to provide a reference value for the luxury goods industry operation the O2 O mode.