The Influence Of The Inconsistency Between The Buyer's Show And The Seller's Show On Consumer Perceived Risk

Buyers show is to buy a commodity customers(buyers)to buy the goods in the form of physical photos on the Internet Show(show),for other buyers reference.Due to the characteristics of the image with a large amount of information and objectivity,buyers show is becoming the first reference when the user online shopping category of information,e-commerce platform plays an increasingly important role.However,the huge difference between buyers and sellers show pictures,making buyers show a double-edged sword.When buyers show the picture effect is very good,there is no doubt that the business will have a positive impact.However,when there is a big difference between buyers and buyers show show buyers show is likely to have a negative impact on the seller.However,what is the mechanism of this negative impact?When will this negative effect be greater?These questions are worth studying.In this paper,from the perspective of attribution theory,we study the impact of the user's perceived risk when the buyer and seller are inconsistent.Specifically,we focus on the difference between the user image and the effect of the two different factors that affect the user's attribution analysis,and how this attribution analysis ultimately affects the user's perceived risk.We collected 305 valid questionnaires in the form of a questionnaire.The structural equation model was used to analyze the data.The results show that the user image positively affects the buyers attribution,when the picture image of the poor buyers,users will always be attributed to the goods on the body;the degree of difference between the clothes wearing effect also have positive effects on buyers attribution,i.e.when the difference is shown in the picture.Different people wearing effect is large,the user.will always be attributed to buyers who.Buyer attribution negatively affects the user's perceived risk,that is.when the user shows the difference between the buyer and seller show to the buyer,it will reduce the perceived risk of purchase.At the same time,the consumer online shopping experience is positive to adjust the impact of customer attribution on the user's perceived risk,that is,the more abundant the experience of online shopping,the stronger the buyer's attribution to the perceived purchase risk.The mediating effect test shows that the buyer attribution partially mediates the influence of the difference between the user's image and the degree of the clothing effect on perceived purchase risk.