Study On The Influence Of Consumers Perceived Risks On Purchase Intention Of Online Shopping Fresh Fruit On Taobao

BCG Consumer Insight(CCI)2016 survey shows that although the number of consumers buying fresh fruit online has increased,the online fresh purchase penetration is still low.Therefore,this paper attempts to explore factors hindering consumers buying fruits online.Studies have shown that perceived risk,as uncertainty has a significant impact on consumers’ willingness to shop fresh fruit online.However,previous studies have focused primarily on the impact of the overall perceived risk on consumers‘ willingness to buy,and have little insight into the impact of single perceived risk factor on consumers‘ purchasing intentions.Based on the information asymmetry theory and information integration theory,this paper focused on the actual situation of consumers‘ shopping fruits online and explored factors affecting the perceived risk of consumers‘ fresh-fruit shopping online.The impact of consumer perceived risks on the purchase intention was studied,and the differences between the perceived risk of different groups were explored.In order to solve the above problems,this paper firstly classified a large number of related literature at home and abroad and summarized the related theoretical basis;then key information under the conditions of the survey questionnaire design were calculated by in-depth interviewing 30 respondents and the reliability and validity of the questionnaire was determined by investigating 60 consumers;finally,a online survey was conducted to achieved the required sample data for this study.On this basis,this article determined the consumer online shopping experience andprice as the pre-variable to build the empirical model to explore the impact of online consumers‘ perceived risk on their willingness to purchase.The AMOS21 software was employed to verify the factor analysis,and the impact of perceived risk on the willingness to buy and the different perceived risks of different groups were examined and compared..The results show that the online consumers are mainly concerned about functional risk and economic risk.The functional risk has a significant negative impact on online consumers ?willingness to purchase.The impact of time risk,economic risk and privacy risk on online shopping intention is not significant.The economic risk of consumers who have online shopping experience has a significant negative impact on their willingness to purchase fresh fruit online,and the functional risk of consumers without online shopping experience has a significant impact on their willingness to purchase online;the functional risk of low-income group has a significant negative impact on their willingness to shopping fresh online,while the privacy risk of middle-income groups has a significant negative impact on their willingness to purchase;perceived functional risk of consumer groups who purchase fresh fruit online three times or less monthly has a significant impact on their willingness to purchase,while the influence from the perceived risk of consumer groups who purchase fresh fruit online more than 3 times monthly on their willingness to purchase online is not significant.According to the research conclusions,to better promote the development of fresh agricultural products e-commerce needs to take a series of measures from three aspects: firstly,Taobao platform should continuously update the Alipay software to absolute protect buyers‘ private information to prevent outside hacker.secondly,sellers should make sure the good quality of their goods to achieve information disclosure and the development of scientific marketing strategy.