The Research On Perceived Risks Of Chinese Consumers To Buy Online

With the rapid development of the internet, online shopping is becoming more popular forpeople. At the same time there are many problems occurred. For example, the perceived risk isthe main factor that keeps people buying online. Studies show that consumers will feel differenttypes of risks while they choose different types of goods online and take different measures toreduce these risks. Thus it is necessary for scholars to research one type of products online.Clothes are becoming the most popular type of goods that people choose to buy online. Makingthe research on the risks and the risk reduction strategies of china’s vast consumers who buyingclothes online that has a high representative and certain significance to the research on thepurchasing behavior online of china’s consumers.Combining with the characteristics of our consumers and relevant literature, this paperanalyzes the dimensions of consumers’ perceived risks and makes the sequence of these risksbased on the consumers’ perception. This paper put forward eight research hypotheses accordingto the influence on the perceived risk from consumers’ gender, age, education, age of networkand so on. An estimate on the path coefficients according to the impact on buying decisions ofthe perceived risks dimensions has been made. At last this paper will put forward consumers’policy preferences to reduce these risks and some reasonable suggestions for internet businessesand consumers.In the research method, this paper establishes a model of perceived risk. This modeldescribes the risk composition of china’s consumers to buy clothes online, puts forward eighthypotheses according to the influence on the risks from consumers’ characteristics andestablishes the path coefficients of the influence on purchasing decisions from variousdimensions of perceived risks. This paper analyzes the recycling questionnaires using thespss19.0software, including reliability analysis, mean analysis, factor analysis, variance analysis,path coefficient analysis and so on. Through the analysis we find eight dimensions of perceivedrisks that suitable for china’s consumers to buy clothes online and make the sequence of theserisks using mean analysis. Using variance analysis to test the proposed eight hypotheses, we findthat there are five factors including gender, education, online shopping experience, onlineshopping clothes experience and online consumption levels monthly that influence the riskssignificantly. Finally, we find the perceived risk dimensions that influence purchasing decisionsthrough the path coefficient analysis, which are followed by logistics risk, sources risk, functionrisk, technology risk, privacy risk, psychological risk, economic risk and time risk. Based on the model construction and data analysis, this paper puts forward the strategies toreducing the risks combined with the characteristics of our consumers in order to prompt thedevelopment of e-commerce in our country.