The Effect of Trust and Perceived Risk on Online Shopping Willingness

On the basis of current researches,this study proposes a model of shopping willingness,focusing on transaction cost,trust and perceived risk as well as convenience for customers,transaction security,website quality and business reputation,analyzing trust and perceived risk factors which affect online shopping willingness.It concludes that experienced consumers pay more attention to perceived income;however,to a potential consumer,perceived risk is the key element impacting on the purchase attitude and willingness.In light of this conclusion,websites and sellers should increase service level,communication ability and product quality to raise costumer trust and consumption willingness.