Overseas Online Shopping Consumer Risk Perception Mechanism and Risk Aversion Strategy Research

Abstract

This paper studies the overseas online shopping phenomenon from the perspective of consumer behavior. The methods of literature review, the research present situation of consumers' risk perception, the adoption of questionnaire and interview method to collect overseas online shopping consumer perception of risk dimension data, the relevant data processing method is adopted to build overseas online shopping consumer perceived risk impact on consumer buying behavior model, from overseas online shopping consumer perspective to explore the risk perception of consumers the internal influence mechanism of consumer purchase decisions and avoid risk strategy is put forward. Overseas online shopping refers to the online shopping behavior in which consumers browse and select commodities on overseas commercial websites through the Internet, submit electronic orders and complete the payment through electronic payment, deliver the goods directly through international express, or transfer companies collect the goods on behalf and forward them to consumers. Chinese consumers' overseas online shopping behavior originated from the 2008 Chinese dairy products contamination incident. With the development of economy, the demand for foreign products also increases, and overseas online shopping comes into being. With the help of Internet technology, payment means and logistics technology, overseas shopping becomes more and more convenient, and more Chinese consumers begin to "overseas online shopping".