@article{Huang:180422,
      recid = {180422},
      author = {Huang, Lingling and Feng, Juan and Yan, Fengxian},
      title = {Study on the Perceived Risk about the Online Shopping for  Fresh Agricultural Commodities and Customer Acquisition},
      journal = {Asian Agricultural Research},
      address = {2014-06},
      number = {1812-2016-144222},
      pages = {7},
      year = {2014},
      abstract = {Fresh agricultural commodities have been entering the era  of network marketing. However, the coverage population is  still relatively small. In this paper, more than 400 online  shopping customer survey data are statistically analyzed  based on perceived risk multidimensional model by factor  analysis method to classify the potential customers'  perceived risk, concluding that food safety risks, mental  health risk, relative convenience risk, liquidity risk,  privacy risk and time risk are the most important risk  factors that impact potential customers online shopping of  fresh agricultural commodities. By using customers  prediction model which is based on the classification and  prediction methods to mining potential customers, it comes  to the conclusion that men are more likely to purchase  fresh agricultural commodities online, specifically, in the  male sample, those whose average monthly net purchase cost  equals to or is higher than 51 yuan or whose online  shopping time equals to or is longer than 3 years and at  the same time whose age is younger than 30 are the most  potential customers. Finally, it puts forward corresponding  countermeasures and suggestions from the perspectives of  risk control and effective customer acquisition.},
      url = {http://ageconsearch.umn.edu/record/180422},
      doi = {https://doi.org/10.22004/ag.econ.180422},
}