Consumers will always feel some risk and can take a series of measures to reduce this kind of risk before the purchase decision-making, this is the consumer perceived risk.

消费者在做购买决策之前总是会感到风险并会采取一系列措施来减少这种风险，这就是消费者感知风险。

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This study presents a general mode of influences on the perceived risk, these factors are consumer, product, the vendor and other factors.

本研究构建了消费者感知风险影响因素的一般模式，分别为消费者因素、产品因素、商家因素及与购买相关的其他因素。

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A lot of studies have indicated that consumer perceived risk has stopped consumer from online shopping.

大量的研究表明，消费者对网上购物感知到的风险成为阻碍其进行网上购物的决定性因素之一。

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