This paper, through scenario experiment method, is designed to explore the effect of the five familiar service cues(overall price, reputation of enterprise, dress and manner of employees, convenience of service location and environment) on customer’s risk perception before service purchase In consequence，it has been discovered that reputation of enterprise can reversely influence on customer financial risk perception, while the effect of overall price level is intricate and nonlinear; the manner of employees and convenience of service location produce significant reverse influence with the timerisk perception; on the psychosocial risk perception, the effect of manner of employees is the most salient; etc The marketing management implication has also been pointed out