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T Mall Online Shopping Users Perceived Risk Assessment Research

Author: ZhangZuoYang
Tutor: TangDongPing; ChenLongXiu
School: South China University of Technology
Course: Industrial Engineering
Keywords: Internet shopping Perceived risk Risk assessment
CLC: F724.6
Type: Master's thesis
Year: 2013
Downloads: 16
Quote: 0
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With the rapid popularity of the global Internet, Internet E-commerce has deeply affectedeconomic, society, culture and so on. With the popularity of Internet technology, the numberof its users increase rapidly. The31st China Internet Development Statistics Report formCNNIC display, by the end of December2012, the number of Chinese netizens was564million, ranked first in the world. Huge population of Internet users provides an importantfoundation to the development and expansion of the retail district network. But for onlineshopping which is a new way of shopping, there are still obstacles for Chinese consumers onthe purchase intention. People usually think that consumers perceived risk is a major obstacleto influence purchase intention, consumer perceived risk for online shopping research hassome practical value and significanceThis article focus on the perceived risk of the consumer who do the online shopping on TMall, summarize the relevant research literature firstly, based on the characteristics of onlineshopping, and defined perceived risk, including perceived risks of online shopping definitionperceived risk theoretical model selection and perceived risk factor related research. Throughonline shoppers incremental interviews, establish theoretical framework perceived risk types,the theory includes perceived risk by the clearly defined, its influence factors and therelationships between them components. Then I developed a consumer online shoppingperceived risk measurement table and verify its reliability and validity, collect data by usingsurvey questionnaires, use statistical software to test and data analysis, measure the level ofperceived risk of the costumers on this B2C mall by using two-factor model, research findingsshow, function risk takes the first place, followed by the time risk, privacy risk, financial riskand psychological risk. Combined with qualitative consumer feedback about online shopping,and ultimately gives seven advices to lower perceived risk of online shopping for T Mall.

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CLC: > Economic > Trade and Economic > China's domestic trade and economic > Circulation of commodities > E-commerce,online trading
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