Perceived risk is the uncertainty of customers due to unpredictability of product qualities and consequences. It is the precondition of further consumption. Based on the perceived risk theory, in this article, we measure the customer’s perceived risk of on-line group purchase; then establish fuzzy synthetic evaluation model of perceived risk; analyze customer behavior; and finally draw a conclusion based on data analysis.
Liu, Zhaodan and Xue, Jun, "Study on the On-line Group Purchase of Chinese Customers: A Research Based on Perceived Risk Theory" (2012). Eleventh Wuhan International Conference on e-Business. 83.