影响消费者感知风险的因素分析--来源于消费者方面的因素

he perceived risk is an important concept in the consumer behavior literature. There are many influence factors of perceived risk, this paper brings up three factors of consumer, demographic traits, personality traits and resources. This paper analyses the influences on consumer perceived risk, and compares the differences between researches in traditional in-store shopping and online shopping environment. At last, this paper puts forward some advices of reducing perceived risk for marketing.