Study On The Influence Of Consumers’ Perceived Risk To Trust In Express Enterprise

When the express industry was introduced to China initially, it developed slowly for various reasons. However, at present, with the development of e-commerce, it is developing at tremendous speed. Now, the size of the express delivery market has reached tens of billions and is growing at a rate of over30%of the growth. But in the process of its development, there are many problems. The current situation of China’s express delivery companies is characterized by small, scattered and weak, there are only a little enterprises with big scale. In view of the characteristics of the express service itself, consumers have to put his possessions over to others, if the company is very small it is very easy for consumer to have the feeling of risks and distrust, resulting in large-scale enterprises account for most of the market share, and the warehouse explosion phenomenon occurs frequently. At present how to make the express industry in China develop healthy and efficiently has become the focus of attention.This article first summarizes the literature of the express industry, reviews and analyzes the current research status of the express industry, on this basis, combining with the express industry characteristics and perceived risk theory and trust theory, this paper proposes the risk perception dimensions and trust between dimensions of the assumption relation and conceptual model.This article through the questionnaire to collect the data, using SPSS18.0and AMOS17.0software on data descriptive statistical analysis, reliability analysis, validity analysis, correlation analysis and regression analysis and so on many kinds of analysis method, reach the following conclusion:express enterprises’ perceived risk consist of perception of time risk, perception safety risk, the risk perception service, perception of economic risk and social risk perception mental five dimensions; This paper makes an empirical study on the express company’s perceived risk came to the conclusion that it has significant negative influence on trust, the same as the findings of many other scholars; The various dimensions of perceived risk and cognitive trust have significant negative correlations, among them, the perception of time risk, perception safety risk and social risk perception has a significant negative influence on the cognitive trust; perception service risk and social psychology has a significant negative influence on the emotional trust.In the end, based on the above research results, the paper put forward some suggestions on how to reduce the perceived risk and enhance customers’trust, including improving service quality, doing a good job of information dissemination, providing service guarantees and so on.