The Impact Of Customer Perceived Risk On Relationship Quality Under Electronic Commerce

The internet indisputably become one of the technologies which have mostfar-reaching implications for the economy and social in twenty-first Century. Alongwith the internet technology development, the competition of e-commerce is more and morefierce. In addition to the competition of price, quality and other aspects, have loyal customerswill advance firm competitiveness largely. However, e-commerce brings to the enterprisedevelopment opportunities at the same time also brought the challenge of a certain risk,. Howto win customers trust and establish long-term relationship with customers in the electroniccommerce environment, is the most important issue which enterprises keep on study.This study is based on the background of the electronic commerce environment, usingthe method of combination of theoretical research and empirical research, using the perceivedrisk and relationship quality theory as the guidance, put forward the dimensions of customerperceived risk and relationship quality under the electronic commerce environment,establishing the model of customer perceived risk’s influence on relationship quality, usingSPSS software for data analysis, obtain the hypothetical regression model, and verify thehypothesis.Firstly, the definition of customer perceived risk and relationship quality were defined,combined with the characteristics of e-commerce environment,determine the dimensions ofcustomer perceived risk and relationship quality, then, based on the systematic analysisof customer perceived risk’s influence on relationship quality, customer perceived risk isdivided into six dimensions which are financial risk, functional risk, privacy risk, services risk,transportation risk and time risk,then refined and divided the six dimensions into21indicators,divided relationship quality into satisfaction, trust, commitment three dimensions and refinedand refined into10indexes, introduction of demographic variables as control variablesconstruct the model of customer perceived risk impact on relationship quality.(gender, age,education level, occupation, monthly income and expenses,the annual number and amount ofonline shopping, commodity type). Designed and distributed300questionnaires in Taiyuan on the basis of the model. Thedata from232valid questionnaires were analyzed and verified using the SPSS software,study found that customer perceived risk on the relationship quality as a negative correlation.In the customer perceived risk, functional risk and financial risk had the greatest influence onrelationship quality, other risk factors are arranged in descending order are service risk,privacy risk, transportation risk, time risk. In addition demographic variables have an impacton both customers’ perceived risk and relationship quality.Finally, the researcher proposerelated suggestion according to the results.