Research on Influencing Factors of Perceived Risk in Online Shopping by Consumers

Applying data gained from questionnaire, through T Test for Independent Samples, one-way ANOVA and Pearson correlation analysis, the paper analyzed the influences of eight chosen factors on perceived risk by consumers in online shopping. This empirical study finds that friend recommendation, Internet purchasing experience and involvement have significantly negative effect on financial risk and overall risk; product knowledge has significantly negative impact on financial, psychological, and overall risks; and consumer´s attitude to risk has significantly positive effect on the all four types of risks and overall risk. And no significant correlation was found between perceived risk and gender, the average monthly expenditure and Internet experience.