The Empirical analysis of online shopping network factor on the perceived risk

Some results of researches show that consumers are inclined to reduce perceived risks rather than maximize perceived benefits when they are making purchase decisions. After a mass of questionnaire surveys through the campus students, the effect of Internet factor to perceived risk and perceived risk to purchasing intention were revealed by using structural equation model (SEM) analysis. In the end, focused on how to bring consumer perceived risk down, we try to explain risk perceptions how to affect consumers' purchasing intention. The corresponding administrative suggestions on shopping site and online retailer are proposed.