Analysis of Structure Equation Model of Online Shopping Perceived Risk Measurement——Taking College Students as an Example

With the rapid development of online shopping, college students have become the main force in this form of shopping. Based on the analysis of online shopping problem, it points out perceived risks of online shopping presence of current college students. We analyzed the problem current existing in perceived risk of college students on reliable, product performance, financial loss, product distribution and reveal of personal information. Based on empirical analysis by factor analysis and structural equation techniques, we found that perceived risks of online shopping for college students is positively affected by the five factors. Due to the special research subject, the paper confirmed that empirical results exist differences with ordinary consumers online shopping risk perception. The group is very worried about the risk of personal information leakage. Finally, the paper puts forward the concrete suggestions and countermeasures, from setting up correct health concept of online shopping, clearing regulators, creating personal privacy legal relief mechanism, to perfecting online shopping process of insurance claims.