Research on Electronic Commerce Consumer Behavior based on Credit Risk

Virtual market, essential nature of electronic commerce (EC), determines credit risk is the key factor influencing consumer attitude and behavior. Based on TRA and TAM theories, this paper introduces online credit risk and perceived factors into consumer behavior model, and builds a consumer behavior model based on EC credit risk. After that, the paper uses statistical software SPSS 12 to make reliability analysis and hypothesis testing of the model, which reveal the influencing mechanism of credit risk on EC consumer behavior. Finally, this paper thinks that EC companies should begin with the three kinds of perceived factors influencing on-line credit risk to reduce consumers' expected credit risk of EC transactions and enhance the online consumer participation.