E-commerce is becoming the important economic activity manner in the information times. Nevertheless, because the information flow, logistics and capital flow can't synchronize, there is a cyber-reality interface where the risk comes into being, during the course of e-commerce transactions. Too much risk will definitely baffle the transactions. So it is necessary to explore the risk perception of the suppliers in the e-commerce transactions.
The aim of this study is to explore the risk perception of enterprise suppliers and individual suppliers (especially the later) respectively during the e-commerce transaction, which include the risk source factors and the risk characteristics, the influence of the management circumstances to the, risk perception, and the relationship of the coping risk behavior and the risk perception. Based on the literature analysis, it combined qualitative and quantitative research method, such as in-depth int.,rviews, paper-pencil and web questionnaires survey.
Result showed that, first, enterprise suppliers worry about four risk source factors during the e-commerce transaction, including enterprise inside management, logistics and delivery, consumer purchase habit and payment system. Thereinto, they worried about payment system most. And these four aspects of risk all come from the cyber-reality interface in which the information flow, logistics and capital flow are not synchronized.
Second, during the e-commerce transaction, the individual suppliers worry about the risk comes from four taches, that is stocking up, information presentation, communication and delivery and payment. They control the risk from three angles, that is consumer, agency and inside management. They forecast the risk from three aspects, that is agency and consumer, cornmu}nication with the consumer and inside management. So the mufti-dimension of the risk perception of the suppliers was validated. And to better understand the risk perception of the individual suppliers during the e-commerce transaction, we'd better start with the analyzation of anxiety and controllability.
Third, the anxiety about the risk from information presentation, communication and delivery and . payment, and the controllability of the risk from consumer and agency all can significant influence the total perceived risk. And the risk source factors that can significant influence the general perceived risk all come from the cyber-reality interface in which the information flow, logistics and capital flow are not synchronized.
Fourth, the management circumstances of individual suppliers: start time amount of bargain per month, income state, the manner of the transaction, especially the product categories, have the determinate influence to the risk perception during the e-commerce transaction. While, whether has ones website, and the degree of the products' newness basically have no influence to the risk perception.
Fifth, individual suppliers tend to take as many as possible the coping risk behavior. If individual suppliers took some coping risk behavior, such as confirm before transaction, and only deal with sincerely consumers, their anxiety about the risk would be lower, and the controllability of the risk would be higher.
The result suggested that to reduce the risk during the e-commerce transaction, the suppliers and the consumers have to depend on the transaction agency which in the cyber-reality interface, especially the identity and credit authentication agency, logistics and delivery agency, web payment agency and transaction website agency, and to perfect the e-commerce industry chain in our country.
The innovation of this study is that it enlarges the field of object of risk perception study. It is the first study that explores all kinds of risk source factors and the characteristics of risk perception of the suppliers in the e-commerce transactions under the study frame of the risk perception. Especially it is the first study that studies the suppliers of C2C e-commerce transaction.