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In this paper, Cronbach alpha coefficient, factor analysis and structure equation model are applied to analyze the reliability and validity of questionnaires and the fitting degree between data and model. Conclusion presents that the online-shopping perceived risk of infant's mother can be divided into 8 dimensions: judgement risk, information risk, product risk, payment risk, data transmission risk, online-shopping operation risk, distribution risk and after-sale service risk. Among them, product risk plays a "veto by one vote" role. So enterprises who sale infant commodity online must propagandize product safety firstly, but other measures are also very necessary for lowering online-shopping perceived risk of infant mother effectively, such as creating online famous brand, more paying attention to feedback suggestion from online consumer, strengthening relationships with medias and attaching importance to details of online-shopping operation, etc.
Date of Conference: 12-14 Aug. 2011