Empirical Study On The Purchase Intention Of Consumers’ Perceived Risk In C2C Online Shopping Environment

With the rapid development of Internet and information technology, electronic commerce has become the new fashion.Online shopping attracts more and more consumers and merchants by its convenience, rapidness and other advantages.This new way of shopping is gradually changing people’s way of thinking and living, meanwhile it brought infinite business opportunities for mechants. In2012, the percentage of China’s online shopping users increased to42.9%, and since2010, the percentage of online shopping users has reached66%in the United States and64.3%in South Korea.Comparing with developd countries, the percentage of China’s online shopping users is still very low.Chinese online shopping market has broad prospects for development, and the main reason that Chinese citizens do not choose the online shopping is that consumers can realize risks during the online shopping process. It has impacts on consumer online shopping intention.The perceived risk has become the main obstacle to the further development of online shoppingin china.Based on reading a lot of domestic and foreign literature, the existing research results and combining with China’s current network transaction situation,I come up with the research ideas. I put high C2C site which the consumers feel risk as the research environment, the specific group of university network consumers in Shenyang City as the research object. I reclassified the perceived risk in Internet environment dimensions, and expand the research category. I introduce the control variables in the model and use SPSS18.0statistical software to analysis factors, analysis regression and analysis the factor of variance to verify the hypothesis.I investigate the influence of payment service background with the third party guarantee under the consumer perceived risk and purchase intention. Finally, based on the research findings, and combining with the current development of China’sC2C trading environment, I give reasonable suggestions to the web site and store, so as to reduce consumer perceived risk, increase consumer purchase intention, and solve the problem of low use rate of China’s e-commerce transaction.