中文摘要：

风险感知是影响消费者网络购物决策的重要因素,而网站风险控制能力的强弱直接影响消费者对交易风险的感知,进而影响到消费者对网站的信任和使用该网站交易的意愿.选取体现网站风险控制能力的隐私保护、安全保护、支付担保、交易监控四种具体风险控制措施作为前因,构建一个网站风险控制影响消费者使用网站交易意图的理论模型.问卷针对消费者最近一次网购所选网站收集数据,实证结果显示网站风险控制能减少消费者对网络购物风险的感知,增加消费者对网站的信任,促进使用网站交易意愿.

英文摘要：

Perceived risk is an important factor in consumer online shopping decision-making, the ability of website risk control directly influence consumer risk perception, thereby affecting consumer trust in website and usage websites transactions intention. In this study, selected privacy protection, security protection, payment guarantees, transaction monitoring four specific measures to reflect the ability of website risk control, using the four specific measures as antecedents build a research model to explain how website risk control ability impact on consumer behavior. The results of the empirical analysis confirmed that website risk control can reduce the perception of consumers on the risks of online shopping, increase consumer trust in the website, and through intermediate variable website trust indirectly affect consumer usage websites transactions intention.