The Study on Online Shopping Perceived Risk Under the China's E-business Circumstance

This paper has shown a study of online shopping perceived risk under the China's e-business circumstance by the combining ways of factor analysis and empirical study, with the expectation of making some suggestions for removing the restriction element that confines the further development of online consumption. Through the literature review and factors analysis, it has established a three-level dynamic model of perceived risk and online shopping behavior under the China's e-business circumstance, thus to reveal the dynamic relationships among perceived risk's influence factors, dimensions, acceptable risk levels and risk behaviors reduction, as well as to propose a decision-making idea of perceived risk. The result shows that the online shopping perceived risk under the China's e-business circumstance is affected by a combined effect of several factors like social cultures, consumers, products differences, online retailers, online transaction intermediaries and etc, the consumers' acceptable risk is adjusting the relationships between the consumers' overall perceived risk and risk behaviors reduction.