Research on the perceived risk of consumer and impact factors in E-business

With the tide of global economic crisis, E-business becomes the first option for Small Medium Enterprises (SMEs) to gain competitive advantage; However, different from traditional market, consumers´ perceived risk on E-business, such as relatively high risk on online purchasing, has restricted the development of E-business. Based on the eight dimension model of consumer perceived risk on E-business, we designed and sent out questionnaire to online consumer for empirical study, to research the key points and levels of consumers´ perceived risk and impact factors in E-business, this article develops the strategy for SMEs to reduce perceived risk, and help SMEs to identify the perceived risk of online consumers, develop strategy to lower relevant risk, and develop its E-business model.