An Empirical Study On The Relationship Between Perceived Risk And Purchase Intention In The Group Buying Of O2O Mode

In the group buying of 020 model, Consumers browse information and make payment on the Internet, then finish experience and consume off the Internet, thus online and offline environment are separated for the entire process of consumer spending, and there exists great difference between them. Online functions mainly include information browsing and payment, when browsing information, the user registration and user browsing traces increases the possibility of consumer privacy disclosure, browse commodity information and purchase through the Internet increases the possibility of time wasting, make payment online increases the possibility of economic losses and the possibility of bank card information disclosure, thus consumer perceived risk in online environment mainly includes the privacy risk, time risk and economic risk. Offline functions include consume and experience, in the process of consumption, insufficient function of products increases the possibility of consumer loss, there also exists the possibility of adverse effects on consumer body, that the expected consumption behavior can’t be reached may cause some psychological pressure on consumers, consumers’social environment may also cause some social pressure on themselves, thus perceived risk in offline environment includes product risk, physical risk, psychological risk and social risk. This paper has carried on the division to the consumers’perceived risk in online and offline environment, and effects of the online/offline perceived risk on purchase intention.The paper draws the different functions of online and offline environment in 020 mode through the study of literature, and makes division of perceived risk mainly related to the different functions. According to previous theories, the perceived risk and purchase intention is negatively related in traditional shopping patterns, namely the consumer perceived risk increases; consumers tend to reduce the purchase intention. In the electronic commerce mode, perceived risk still has negative impact on purchase intention, but the relationship between perceived risk and consumer purchase intention of online/offline environment in 020 field is yet to be verified. Based on the previous research, the paper uses empirical research methods to analyze this issue, collects data of consumer perceived risk and purchase intention through the questionnaire, and makes the linear regression with SPSS19.0, draws the following conclusion:Consumer perceived risk in online and offline environment of 020 mode both have negative effect on purchase intention, trust as intermediary variables partially mediated the relationship between consumers perceived risk and purchase intention. This study hopes to provide some ideas for later research in the field of 020, and further accelerate the development of 020 model through online and offline strategies improvement.The innovation of this paper lies in the characteristics of online payment and experience offline separated with each other, the paper divides the different types of perceived risk in online and offline environment, and studied the effects that the perceived risk in online and offline environment have on purchase intention, further to explore the mediating role of trust in the relationships between consumer’s perceived risk and purchase intention in online and offline environment.