2009•Journal of Beijing Institute of Graphic CommunicationRequires access

On Strategies for Controlling and Reducing Consumers' Perceived Risk in Online Shopping

Baoling Li

Abstract

Online shopping is gradually accepted by people as a new mode of shopping.However,risks of shopping online have become the main focus of people's worries,which greatly affect people's purchasing decision on Internet.The paper analyzes the current issues in online shopping,on base of which some strategies for controlling and avoiding those risks are urgent affairs.

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Key concepts: Purchasing, Advertising, Affect (linguistics), Business, Focus (optics), Marketing, The Internet, Risk perception