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。

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

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感知风险是制约消费者在线购物的主要原因，降低感知风险是促进消费者网上购物的有效途径。

Perceived risk has been considered as the main factor that inhibits consumers online purchase, and reducing perceived risk is an effective way to boost consumers online purchasing behavior.

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