AbstractCurrent research on how product factors impact consumers’ perceived risk is always based on the traditional shopping environment, and mostly confers on the impact made by products’ category factors. However, in regard to specific products under the network environment, there is little research on how products’ characteristic factors impact consumers’ perceived risk. Based on the above research, this article researches into household appliances market on internet, and studies the impact that the product factors (category, price, function, after-sale service requirement and brand awareness) of household appliances make on customers’
KONG Wei cheng,CHEN Shui fen. The Influences of Product Factors on Online Consumers’ Perceived Risk—A Study on Internet Appliance Market[J]. , 2011, 1(8): 76-82.
2011, Vol. 1 
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