An analysis report of consumers' perceived risk in group purchase

摘要

Group purchase is a burgeoning model of electronic commerce. Perceived risk is the subjective obstacle of consumers to attend group purchase. This report is mainly based on six dimensions: financial risk, performance risk, intimate risk, gregarious risk, physical risk and service risk. To make an analysis of consumers' perceived risk in online group purchase. To explore the concrete constitution and expression of these dimensions in online group purchase. To advance tactics from consumers and the organizers of group purchase to reduce the perceived risk.