The Study On Perceived Risk Dimension Of Group Buying Online Consumer

As the Internet is spreading, Internet shopping is developping rapidly in the e-commerce field. Since2010, Groupon has been introduced into China, group purchase websites is growing very rapidly in China, which has become the new hot spot of the e-commerce field. However,consumers’perceived risk in group buying online is gradually prominent, which has become one of the root causes that affecting consumer purchase decision. Based on group buying online market, studing on the perceived risk dimension and the difference of perceived risk in different purchase stage, thereby proposing the strategy to reduce the perceived risk of group buying online for the businesses,which could provide a theoretical basis for them to formulate argeted marketing strategies.The paper takes group buying online market as a research object. Firstly the paper introduces perceived risk theory, consumer behavioral theory and the consumer decision-making model theory. Secondly,making the basic analysis on group buying online and then designing perceived risk dimension of group buying online by substantial evidence method,including questionnaire design and data methods design.Finally,the paper researches the perceived risk dimension through substantial evidence method.Though the analysis of theory and substantial evidence method, the paper makes some conclusions as follow:(1)Analyzing the collected data by SPSS17.0,thus refining eight perceived risk dimensions of group buying online:information risk, distinguishment risk,product risk, economic risk, privacy risk, time risk, after-sale service risk..(2)Combining the five stages of EKB mode,analyzing the differences and changes of perceived risk in the different stages.(3)Measuring importance of perceived risk dimension, constructing a structure of perceived risk dimension of group buying online.(4)Proposing strategy to reduce the perceived risk of group buying online for the businesses.