客户好像不大愿意在线购买。
It seems that clients are reluctant to purchase online.
这可以理解，客户无法实际接触或感受到相关产品，这在无形中增加了购买风险。
It’s understandable. The customer can’t actually touch or feel a product which increases the risk of the purchase.
那么怎么才能打消他们的顾虑呢？
How to get rid of their worry?
公司应着力打造一个切实可靠的商标品牌。
It’s advisable for companies to focus on creating a positive and reliable brand name.
嗯，人们一般都对品牌商品的质量很放心。
En，people usually set their heart at rest when it comes to goods with a brand.
如果网站上有高质量的图片，也会降低认知风险。
If the web site has high quality pictures, it will also reduce the perceived risk.
嗯。再有，如果我知道一种商品退货很容易而且不需任何费用，我很可能会购买这种产品。
En. Moreover, I am more likely to purchase the product if I know that returning the product will be easy and at no expense.
所以提供一种宽松的或公正的退货系统将大大降低相关的感知风险。
So having a lenient or fair return system will lower the perceived risk involved.
公司还可以宣传在线购买的便利性。
Companies can also focus on the convenience of online buying.
是啊，如果在线购买耗费的时间更长，还不如通过零售店购买呢。
Yes, if it takes a long time for this action, customers may buy the product through a local retail outlet.