Perceived Risks to Online Purchasing Intention In C2C Business - An Empirical Research on Cell phone

Based on the researches of the perceived risks in the Web, we construct a model to deal with the perception how to influence customers to buy in the field of C2C . Then, get 192 effective questionnaires through Internet survey. It is proved store risk, product risk, and delivery risk are 3 dimensions of C2C consumers' risk perception. The effects of product risk influence consumers' purchasing intention is biggest, followed by store risk.