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Abstract

Based on perceived risk, the impacts of different kinds of risks on consumer's purchase intention are tested by using the investigation data of 2016, and perceived risks of consumers from different groups have different impacts on purchase intention. Via interviews and online questionnaires, 425 copies of effective samples were obtained. The structural equation modeling is used for research. Results display that product risk significantly affects purchase intention, and perceived risk among different groups has significant difference. According to research conclusion, the authors think that consumer should actively collect all kinds of information and take effective risk avoidance measures; Taobao platform should continuously perfect purchase rule, punish the behavior of leaking buyers' information, and continuously update Alipay software to prevent hacker intrusion; business should guarantee product quality, open information and make scientific marketing strategy.

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