中文摘要：

C2C环境下顾客购物过程中面临诸多风险,如何有效识别和评价这些风险至关重要。本文以顾客可感知风险为基础,从当前国内主流C2C交易平台的主要信息出发,本着可获取、可计量的原则,在考虑时间、消费者风险偏好等因素的基础上,从C2C网站风险、卖家风险、产品风险、服务风险等方面建立风险计量指标体系,借助突变理论建立了风险综合评价模型,并对模型特点及应用进行了分析与总结。

英文摘要：

In C2C environment customers are facing a variety of risks.How to effectively identify and evaluate these risks has been of great concern.This article starts from the analysis of the domestic C2C platforms.Then,following the principles of accessibility and measurability,the paper establishes a perceived risk evaluation model using the theory of customer perceived risk and catastrophe theory.The evaluation model′s dimensions include C2C safety risk,seller risk,product risk,service risk and several other aspects which consider the timing,consumer preferences.Finally,the model′s characteristics and application are analyzed.