Study On Perceived Risks Of Online Clothing Purchasing In C2C Business

The appearance of internet shortens the distances between different people, and changes people's lifestyles and thought mode constantly, accordingly almost all the activities of human society are transformed like revolutionary. In our country, the maintained rapid development of economy and usage popularization of network also accelerates the development of varied services and activities in internet. As the rise of the third-party payment and perfection of credit valuation system, C2C business has approbated by more and more consumers because of free and flexible shopping model. And the target of writing this paper is to study the source of perceived risks of consumer when shopping online and measures the weight ratio of these risks, as well as what kind of influence that perceived risk worked on consumers' shopping desire so that consumer refuse to shopping online.After literature study, this paper set previous studies on definition and classification of consumer perceived risks in e-commerce environment as theoretical basis, determines the consumer survey questionnaire after depth interviews and market research and other methods, and ultimately gets 387 valid samples of questionnaires, and then uses SPSS17.0 software to analyze survey data though descriptive analysis, factor analysis, reliability analysis and validity testing, etc; proposes a hypothetical model of this study, and use AMOS17.0 software to do validating analysis on this model, the overall fit indicators of this model after analysis and evaluation shows that the initial model cannot explain the information of samples, so study modifies part of model according to suggestion of AMOS17.0 software. Meanwhile study get a model on perceived risks of online clothing purchasing in C2C business, which can explain sample information perfectly.The main study content and result of this paper comes as below:(1)According to search of relevant literature in China and abroad, sorting relevant studies on perceived risks of online purchasing in C2C business, and combining with actual situation of current Chinese clothing business in C2C market; consolidating with result of searched studies on perceived risks of online purchasing, attributing source of perceived risks in this environment into four factors:consumer factor, online product factor, online shop factor and online purchasing related factor.(2)Building a structure of conceptual model on perceived risks of online clothing purchasing in C2C business, proposing model-based hypothesis, and designing survey program through questionnaire designing, sample selection, questionnaire sending out and designing analysis methods. Questionnaire survey began in Dec 2010 and ended in Mar 2011, sending out questionnaire on both online and offline ways and testing the survey result with reliability analysis, factor analysis, efficiency analysis and mean analysis.(3)Proposing a model on perceived risks of online clothing purchasing in C2C business, using AMOS 17.0 software for validation analysis, getting a final model which can explain sample information more accurately. Testing and analyzing the perceived risk factor hypotheses after comparing analysis every path coefficients of the modified model; studying consumer factor, which includes age, gender, occupation, monthly salary and education, as well as internet age and online shopping behavior of online consumers etc., to evaluate the influences under all these factors, and then verification stating relationship between consumer factor and perceived risks.(4)Based on factor analysis and model building of perceived risks of online clothing purchasing in C2C business, combined with development of e-commerce in our country, starting with perceived risks model and relevant hypotheses, rising strategy of decreasing online shoppers' perceived risks, and set "risk reduction program" for C2C online clothing shop.This study establishes a model on perceived risks of online clothing purchasing in C2C business, which has reference value for both C2C online clothing shop and TAOBAO network platform to master psychology of online consumer and make a effective strategic decision.