本文通过实证研究的方法，来探索具有不同个体特征的网络消费者在进行网络购物时，他们感知到的风险是怎么样，以及不同的人群是如何规避风险的。
Applying empirical research method to explore how and what risk be perceived by Internet consumers when they consume in the network, and how they avoid these risks.
影响消费者网上购物风险认知的因素，主要有网络使用经验、网上购物经历、产品知识、创新性等。
When consumers do their online shopping, such factor may influence their risk perception as Internet experience, online shopping experience, product knowledge and innovativeness.
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