The Relationship Of Achievement Motivation, Personality And Risk Perception About Consumer On Line

The risk perception is a subjective judgement of risks,which attracks extensive attentionof scholars. Moreover since it was introduced to the field of consumption research by foreignresearchers, consumer psychologists has made all-round research, creating an creasinglycomplete theoretical system. In the traditional scenario, both of individual’s achievementmotivation and personality traits affect the risk perception, which has been analysed by a largemount of scholars. But as a fast developing one, online-shopping scenario must have specificresearch significance itself.therefore the relationship between consumer’s achievementmotivation, personality traits and risk perception in online-shopping scenario will bepreliminarily inquired in this paper.Document analysis method and questionnaire survey method have been used to collectinformation in this paper, in which400pieces of questionnaire have been filled to analysesthe data via Variance analysis, independent sample t-test, correlation analysis and regressionanalysis.the following is the research conclusion about the relationship between consumer’sachievement motivation, personality traits and risk perception in online-shopping scenario.Ⅰ In online-shopping scenario,part dimention of consumers varies much indemographic variable.Ⅱ The level of consumer risk perception is affected by the experences of returns andexchanges,and how long a consumer experences online-shopping.Ⅲ Consumer’s achievement motivation can be used to predict online-shopping riskperception.Ⅳ Consumer’s personality traits can be used to predict online-shopping riskperception.Ⅴ The trait of consumer’s adventure loving plays a mediating effect betweenachievement motivation of failure avoidance and risk perception, whick means risk propensitybecomes lows, when motivation of failure avoidance gets high,making consumer’s riskperception increase.