An Impact Empirical Study On Perceived Risk&Trust To Online Purchase Intention

With the popularity of the Internet, online shopping provides a wealth of product information and personalized services for consumers, allowing consumers to make purchases anytime, anywhere, has quickly become a new purchase channel, all aspects of people’s social life had a far-reaching impact. But for consumers, because of uncertainty in online trading and consumer psychology, and other reasons, online shopping than shopping in a physical store, there is a higher risk of making the utilization rate of online shopping is not very high. The reason is the perception of online shopping there are lack of trust for risk and online shopping is still the biggest obstacle to hinder the development of electronic commerce. They are also the current problems to be solved, so a comprehensive understanding of consumer perceived risk of online shopping has become the understanding of consumer behavior in the network environment, to promote the key to consumer online shopping, theory and reality are meaningful.This paper, on the basis of the literature of perceived risk and trust, using the technology acceptance model theory, according these, we Proposes10hypotheses, build the consumer online purchase intention model. By the way of a questionnaire survey to collect data, and using SPSS16.0factor analysis of the data, also use structural equation model AMOS16.0to analyze the variables that influence online purchase attitude and intention, such as perceived risk, trust, perceived ease and perceived usefulness. Except to perception on purchase intention of usability influence did not confirm, other assumptions are passed. The result shows that the model has a good prediction. At last, according to the conclusion we advance the marketing suggestions and the farther direction.Network vendors consider revising from the following aspects. Escalating security measures, the development of privacy protection strategies to strengthen the authentication mechanism of third-party trust. Second, they should do a gradual development, such as of experiential marketing\precision marketing and interactive marketing, and win-win for consumers and businesses. Third, attach importance to the network of word of mouth marketing. Emphasis on cultivating brand loyalty of consumers is committed to the enhancement of the reputation of your site, to enhance consumers’online trust. Fourth, vigorously develop the new network marketing, mobile marketing, mobile Internet users, development micro blogging marketing, reduce consumers’ perceived risk.