Based On The Online Shopping Consumer Emotional Factors Of Risk Management Research

With the rapid development of information technology, the number of Chinese netizens has reached to510million as of January2012, ranking first in the world. Huge consumer groups bring enormous business opportunities to the online shopping market. The online shopping market plays an increasingly important role in the network marketing model. It has become an important channel for enterprises to expand publicity, promotional products and sales and service. However, according to statistics, Shanghai Administration of Industry12315platform received118658customer complaints in2011, online shopping occupying the most. High rate of online shopping complaints causes more serious consequences and losses to enterprises. Therefore, it is necessary to in-depth study on the online shopping consumer emotional factors.From the case of the online shopping complaints, product quality and service and other factors can not totally reflect the motives of consumer complaints. In most cases, it is subjective factors of the online shopping consumers that lead to complaints. So we can assess risk more effectively through taking consumers’ emotional factors into customer risk assessment system.This article is based on the online shopping consumers’ emotional factors, literature analysis and survey questionnaire for14kinds of scenario design. It analyzes frequent consumer emotional states and impact mechanism, helping to establish a risk management system for online shopping consumers. The focus is to find internal linkages and mechanisms between individual online shopping customer’s emotional expression and subsequent behavior. Thus online shopping customers’ feelings and behavior can be correctly guided. Furthermore, the online shopping market risk of enterprises can be managed more effectively.This article is divided into five chapters. The first chapter introduces the research background, domestic and international research review. In Chapter Ⅱ, emotional factors about online shopping and basic theory for customer risk management are introduced. Chapter Ⅲ analyzes the online shopping consumers’ emotional states and the general characteristics of their emotional expression, based on the data of sentiment survey. The fourth sets out a series of methods and applied research for online shopping risk management. Chapter Ⅴ makes conclusions and outlook.