Empirical Research On The Relationship Of Consumer Involvement,Perceived Risk And Online Purchase Intention

With the rapid development of the Internet and information technology, e-commerce has obtained the rapid development and growth. Online shopping is getting growing popularity all over the world because of its advantages of convenience, economic etc. Online shopping in China in recent years has also shown a good development trend. Nowadays, online shopping has become an essential part of network consumers’lives, and the network has become an important channel for consumers to purchase goods. Compared with developed countries, however, the number of online shoppers as well as the sum of dealing in China counts for little in the overall Internet users, is still very low, the lower the amount of online shopping transactions. The reason for this are the lack of maturity in of online shopping is not yet fully mature and a high degree of uncertainty in the online trading and internet information. The high risk exists among in consumers results in consumers’low purchase willingness. A large number of studies have shown that the main factor that affects consumers’willingness to buy is the risk of online shopping perceived by them. At the same time, the involvement of consumers is an important psychological characteristics of its purchase behavior, which requires enterprises to encourage consumer involvement, formulate corresponding and effective marketing strategy, to win the consumer’s satisfaction and loyalty.There fore, the study and analysis of the impact of consumer involvement,perceived risk on consumer purchase intention, has become the focus of academia attention in recent years.In this context,this article regards the relationship of involvement degree, perceived risk and purchase intention of online consumer as a scientific research project, introducing involvement theory and perceived risk of online consumer to the study of consumer purchase intention. Additionally, it also carries out a research on the influence of demographic variables on the perceived risk, involvement and purchase intention. Clarify the research background and significance, the article detailed review of the research scholars about involvement degree, perceived risk and purchase intention. On this basis, we built the elements of involvement degree, perceived risk and purchase intention,We proposed theoretical assumptions and build a theoretical model. To further explore the specific relationship between the variables, we conduct an empirical test on the assumptions and model through the questionnaire survey.Through the analysis of empirical results and the amendments to the research model, we described the relationship of involvement degree, perceived risk and purchase intention. Finally, the article put forward relevant proposals from the perspective of network regulators and enterprises, and follow-up study outlook are put forward to make a humble contribution to the promotion of China’s online shopping market.