Research on Perceived Risk Dimensions of Online Group Buying-An Empirical Analysis Based on Students in Guangzhou

Perceived risk multi-dimensional theory demonstrates that the dimensions of risk will change according to different products and purchase scenarios, and the relative importance of each dimension will change with the different shopping scenarios. So we selected students in Guangzhou universities as sample, made a research on the perceived risk generated and its weight of importance when they were in the process of online group buying. The research results revealed that "Risk along with Online Group Buying", "Physical and Psychological Risk" and "Economic Security Risk" were the three main risk dimensions when students made online group buying and then we proposed some marketing advice for reducing consumers perceived risk.