Research Online Reviews Online Shopping Process For Consumers Perceived Risk Impacts

Twenty first century is a period in which E-commerce flourishes and internet technology develops constantly. E-commerce provides great advantage to customers compared to other ways of shopping; shopping online has become a natural habit of net citizen especially young net citizen. According to investigation, there is still a gap between retails online in China and that in some developed countries. The gap between the increasing number of people shopping online and the number of increasing net citizen is obvious. Most of the net citizen has browsed the web of shopping site, but the number of the net citizen who has carried out the shopping online is comparatively small., they are all the potential buyers. Chinese online shopping investigation report published by China Internet Network Information Center in December of2010mentioned that people who choose not shopping online because they distrust the website, they worry about the possible poor quality of the commodity and the after service ant other serious of risks. Comments online as a new net communication method, by which enterprises can propagate effectively, and companies can collect and organize information at a lower cost, up to now is one of the best technologies to build confidence in E-commerce market, to reduce the risk that customers may concept.This thesis showed the affections on online comments to customer’s risk perception by using of empirical approach. It put forward research hypothesis and research model on the present situation of online affection to risk perception. The hypotheses were drawn from the point of view of consumers and seven factors were summarized:higher competence of comments; higher exposure percent; more observers; higher quality of comments; better timeliness; more affection to customer’s risk perception. The hypotheses were approved by using the data get from the questionnaire and by using software SPSS17.0to make reliability test and validity analysis, by using the following analysis of factors, descriptive statistics, correlation, ANOVA, support vector regression. This thesis also analyzed the intermediary function of risk perception and ultimately proposed a reasonable suggestion which apply for the domestic internet retailers according to the result of analysis. Although the analysis is not deep and thorough enough, it is also worth a try, because it laid a useful reference for the further study and has its own theoretical value and practical significance.