Measuring And Influencing Factors Of Risk Perception Students At C2C E-commerce Environment

With the progress of the times and the development of science and technology, Internet is becoming more and more popular in China. The popularity of Internet has brought huge development space for electronic commerce. The electronic commerce website appeared in people’s field of vision such as bamboo at present. Online shopping is a new shopping mode compared to traditional shopping. Online has brought great convenience to people’s life. But we should know that there is a large number of Internet users are not shopping online. Because online shopping is risky. Based on this issue I put forward my own research content in this article.The trading environment of the study is C2C e-commerce site. The subject is perceived risk of online shopping of contemporary college students. I drawn in this study of college students’ perceived risk facets by studying amount of material and in-depth discussion with college students. The college students’ perceived risk facets include economic risks, product risks, personal physical and mental risks, time, risk, risk sources, privacy risk, delivery risk. Due to most of the current domestic and international research about perceived risk are qualitatively, there are few people study the quantitative aspects of the perceived risk of online shopping. In this paper, i improve the traditional perceived risk measurement models through the AHP method. And then make the empirical analysis of college students perceived risk under the environment of China’s C2C e-commerce online shopping. Finally, I put forward some suggestions on how to attract more college students online shopping for C2C network businesses. The goal of this article is to reduce the perceived risk of college students when shopping on C2C websites and enhance their willingness to shopping online. I hope to contribute to my force for the development of Chinese C2C e-commerce.