Research on the Influence of Perceived Risk in Consumer On-line Purchasing Decision

Perceived risk is an important factor that affects consumer's on-line shopping purchasing decision, through the perceived theories the consumer can know clearly which step owns higher risk in the whole shopping process, then learn how to prevent it, this process also strengthen the consumer confidence, thus lowering to know that the risk adjudicate to the feeling, so the essay has important and realistic meaning for further expand the electronic commerce. At first, investigate, collect, tidy up, analyze the questionnaire information, and thus get the primary data. Finally try to find out the influence of perceived risk to each stage of purchasing decision during consumer on-line shopping process with data and personal analytical. The paper is a complement to the local and existing perceived theories. The result of the study manifests that, the order of main perceived risks which felt by consumer during on-line shopping process are as follow: financial risk, the performance risk and service risk.