Study On The Relation Between Customer Perceived Risk And Interactivity Of The College Student

With the rapid development of the internet economy,Electronic commerce of the Internet and information technologies is prospering,Now we have reveals a bright future of the world.But academic researches and CNNIC investigations has shown that development of electronic commerce is not suited for that we have expected because of perceived risk of the customer.So,how to reduce the level of the perceived risk of the customers has become a difficult question, business people and scholars are concerning about this thing. This paper analyzes customer perceived risk from the angle of interactivity in order to reduce customer perceived risk in electronic commerce,which will be great significance to the further development of electronic commerce in china.Basing on the multi-dimension theory of perceived risk,the perceived risk in online-shopping condition included5dimensions:financial risk,social-psychological risk,health risk,time risk and privacy risk.The paper reviews the theory of interactivity and perceived risk and customer decision-making.According to customer decision-making theory,customer will increase information search behavior when they see the presence of high risk.Interactivity is a most effective way for information search.So,the paper proposes that there exists close relationship between interactivity and perceived risk.We also proposes four interactivity factors,there are:perceived usefulness,perceived easy usage,mutuality,help.I have reviewed some papers of trust and adapt the3-Dimensional theory and divide customers’trust as integrity, ability and benevolence.I get statistics through questionary investigation,operating Reliability Analysis,Exploratory Factor Analysis,Correlation Analysis,Regression Analysis,Difference Analysis by SPSS18.0,on the basis of analysis,it conclude:Interactivity has observably positive influence on trust and ability. Four interactivity factors has observably positive influence on trust. The perceived risk in online-shopping condition has observably negative influence on perceived usefulness,perceived easy usage, integrity。 Interactivity can observably predict the perceived risk in online-shopping condition。 perceived usefulness,mutuality can observably predict the perceived risk in online-shopping condition。 Trust incompletely mediated the effect of interactivity on the perceived risk in online-shopping condition。Finally,the paper summarizes the limitations of this study and proposes the follow-up prospects.