The Impact Mechanism of Consumer Perceived Risk on Purchase Intention under the C2C Model

Perceived risk is the crucial factor that influences consumers´ online shopping intention, it is of great importance for the development of online shopping to examine how perceived risk affects consumers´ online shopping intention. The result shows: Under the C2C model, financial risk, performance risk, time risk, health risk and psychological risk have remarkable negative impact on purchase intention, among which the financial risk and the psychological risk have greater effect than others; trust has remarkable mediating effect between each dimension of risk and purchase intention.