Study on the Consumers' Willingness of Perceived Risk and Trust during Online Shopping

The perceived risk,which has a major impact on consumer buying behavior and decision-making,is an important content of the study for the consumer behavior.Therefore,a comprehensive understanding of perception of the risks of online shopping becomes the key to promote online shopping.Based on the trust model,the paper firstly summarizes the studies of risk perception theory and the factors influencing perceived risks.Then the relationships among trust,consumer perceived risk and intention to purchase are analyzed.And it finally comes to the conclusion that trust is the antecedent variable of perceived risk and that both trust and perceived ease of use have combined effects on perceived usefulness,and further on consumers' attitude and willingness to buy.On the other hand,trust has a direct impact on purchase.Based on this,the paper proposes a risk assessment model.