A Study on the Correlation between the Customers' Perceived Risks and Online Shopping Tendencies

摘要

With the growing popularity of the internet infrastructure, the online shopping patterns have been gradually accepted by the public. This study aims to integrate relevant theoretical literatures related to the online shopping tendencies and perceived risks etc. into the theoretical frameworks and attempts to empirically identify the relationship between the customers' perceived risks and online shopping tendencies and thus, to have a understanding of consumers' shopping behaviors. In this study, the related software of SPSS 19.0 was adopted as a data analysis tool, and the analytical methods included in this study were the reliability analysis, factor analysis, correlation analysis and regression analysis etc. The research results found that there was a correlation between the online shopping tendencies and the perceived risks, and the online shopping tendencies had a significant influence on the perceived risks.