Empirical Study on Online Shopping Perceived Risk in China

Online shopping has become more and more accepted by Chinese people. Perceived risk is becoming more and more important in explaining online shopping behavior. On the base of the predecessor's research, this paper focuses on study online shopping perceived risk's relative intensity in China. Using structural equation modeling and methods of questionnaire, this exploratory research suggests a structural model fits in china and get the relative intensity result. The service risk, the privacy risk, the economical risk, the social risk, the function risk intermediary explain the overall risk through psychological risk. Physical risk and time risk have smaller influence on the overall risk. In the study, the importance of the domestic consumer risk's dimension is arranged as follows: psychological risk, function risk, service risk, economical risk, privacy risk, physical risk, social risk and time risk. The paper has the important instruction significance for the enterprises to reduce and manage the online shopping perceived risk.