Research on the Perceived Risk of Consumer in E-business
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.
e- business perceived risk Small Medium Enterprises (SMEs) empirical study
TIAN Ling REN Guangwen
School of Management, Beijing Union University, Beijing, China, 100101
国际会议
2009 International SME Development Forum(2009 中小企业发展国际论坛)
北京
英文
717-720
2009-10-01（万方平台首次上网日期，不代表论文的发表时间）