Tv Shopping Environment For Consumers To Reduce The Perceived Risk Strategy Research

With the rise of professional TV shopping channel, more and more consumers have access to TV shopping. However, only small number of consumers choose TV shopping as the main way of shopping. The perceived risk of TV is a major block for TV shopping for consumers. It has important practical significance to take appropriate measures to reduce consumers'perceived risk of TV shopping and attract more consumers to participate in TV shopping.It has important practical significance to study dimensions of perceived risk and risk reduction strategies in TV shopping for enterprises to develop a strategy to eliminate the perceived risk of consumers.In this paper the perceived risk and risk reduction strategies in TV shopping have both been studied. Major research work includes the following three aspects: first, on the base of previous theories of perceived risk, to determine initial items of perceived risk in TV shopping through group interview. Then the paper has an empirical research of perceived risk in TV shopping and get that there are four dimensions of perceived risk in TV shopping, namely, the risk associated with television shopping, performance and economic risk, trust risk and social and psychosocial risk. Through mean analysis, the item and dimension consumers worry most are if the product is inappropriate, it is difficult to exchange and the risk associated with television shopping. Second, the paper has got risk reduction strategy items through group interview and with an empirical research it has got five dimensions of risk reduction strategies, namely a detailed information of TV shopping , purchase well-known product with good reputation and reasonable price, relying on purchasing experience, selection and choose a professional enterprise. Through mean analysis, the item and dimension which is most effective is choose a enterprise which he has a satisfactory purchasing experience and relying on purchasing experience separately. Third, on the base of the dimensions of perceived risk and risk reduction strategies, it has obtained the relationship between perceived risk and risk reduction strategies throughcorrelation analysis and regression analysis, so we know when consumers feel different risks, they will take the appropriate strategy.