RISK PERCEPTION IN CONSUMER PSYCHOLOGY
消费心理学中的风险认知

Based on reviews of the literature on risk perception in consumer psychology, this article summarized the conceptual models of consumers?risk perception such as two-factor model, multi-dimension model, complex model and integrated model. Then it presented factors which impact consumers perceived risk, differences between perceived risk of products and services, and risk reduction strategies. Finally it discussed the tendency of consumers perceived risk research, especially the study approach of risk perception in Electronic Commerce.