B2C电子商务网络购物是企业与消费者之间借助于因特网完成从产品订购、货款支付到售后服务等一系列的商务活动,因其虚拟性、流动性、开放性、无地域性等特点让消费者感到前所未有的风险,这些风险在传统购物中很小甚至并不存在。因此,电了商务网络购物与传统的购物方式相比,虽然具有明显的优势和优越性,但也让顾客产生了比传统购物方式更大的感知风险。感知风险是影响消费者对网络购物的信任,并进一步影响消费者网络购买意愿的重要因素之一。 B2C e-commerce online shopping is a series of business activities between enterprises and consumers with the help of the Internet from product ordering, payment of goods to after-sales service, etc., because of its characteristics of virtuality, liquidity, openness and non-geographical consumption Who feel the unprecedented risk, these risks in the traditional shopping is small or even non-existent. Therefore, compared with the traditional shopping method, the online commerce has its own obvious advantage and superiority, but also gives customers a greater perceived risk than traditional shopping methods. Perceived risk is one of the important factors that affect consumers' trust in online shopping and further influences the willingness of consumers to buy online.