The Influence of Perceived Risk on Purchase Intention——A Case study of Taobao Online Shopping of Fresh Fruit

Chunhua Xie

Asian Agricultural Research, 2017, vol. 09, issue 05

Abstract: Based on perceived risk, the impacts of different kinds of risks on consumer's purchase intention are tested by using the investigation data of 2016, and perceived risks of consumers from different groups have different impacts on purchase intention. Via interviews and online questionnaires, 425 copies of effective samples were obtained. The structural equation modeling is used for research. Results display that product risk significantly affects purchase intention, and perceived risk among different groups has significant difference. According to research conclusion, the authors think that consumer should actively collect all kinds of information and take effective risk avoidance measures; Taobao platform should continuously perfect purchase rule, punish the behavior of leaking buyers' information, and continuously update Alipay software to prevent hacker intrusion; business should guarantee product quality, open information and make scientific marketing strategy.

Keywords: Agribusiness (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations:

Downloads: (external link)
https://ageconsearch.umn.edu/record/262799/files/T ... Fresh%20Fruit%20.PDF (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:asagre:262799

DOI: 10.22004/ag.econ.262799

Access Statistics for this article

More articles in Asian Agricultural Research from USA-China Science and Culture Media Corporation
Bibliographic data for series maintained by AgEcon Search ().