文献类型：会议论文

英文题名：Research on the Perceived Risk of Consumer in E-business

作者：Tian Ling[1];Ren Guangwen[1]

第一作者：田玲

机构：[1]Beijing Union Univ, Sch Management, Beijing 100101, Peoples R China

第一机构：北京联合大学管理学院

会议论文集：International Small and Medium Enterprise Forum on SME Growth and Sustainability

会议日期：OCT 16, 2009

会议地点：Beijing, PEOPLES R CHINA

语种：英文

外文关键词：e-business; perceived risk; Small Medium Enterprises (SMEs); empirical study

摘要：With the tide of global economic crisis, e-business becomes the first option for Small Medium Enterprises (SMEs) to gain competitive advantage; However, different from traditional market, consumers' perceived risk on e-business, such as relatively high risk on online purchasing, has restricted the development of e-business. Based on the eight dimension model of consumer perceived risk on e-business, we designed and sent out questionnaire to online consumer for empirical study, to research the key points and levels of consumer apperceive risk in e-business, this article develops the strategy for SMEs to reduce perceived risks, and help SMEs to identify the perceived risks of online consumer, develop strategy to lower relevant risk, and develop its e-business model.