Whether Perceived Risk Influences Consumers’Multi-Channel Shopping Behavior?

摘要

In this research we structure the framework of the relationship among perceived risk,perceived channel benefit and channel choice behavior,to investigate whether perceived risk influences consumers’multi-channel shopping behavior. The findings suggest there are some corresponding relationships between perceived risks and the multi-channel shopping behavior. When perceived risks are difference,the specific channels play different roles in reducing the corresponding risks. The higher the perceived channel benefit is, the more consumers tend to choose this channel. The higher perceived function risk to consumers is, the more they tend to purchase offline;the higher perceived time risk is, the more they tend to search information and purchase online;the higer perceived physical risk is, the more they tend to search information offline.