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The Effects of Perceived Risks on Purchase Decision Behavior among Internet Fashion Consumers
- Source :
- Journal of the Korean Society of Clothing and Textiles. 33:1707-1718
- Publication Year :
- 2009
- Publisher :
- The Korean Society of Clothing and Textiles, 2009.
-
Abstract
- This study examines the effects of perceived risks on purchase decision behavior among Internet fashion consumers. The study survey used a self-administered questionnaire and a total data of 244 responses were used for analysis. The results of this study are as follows: First, the perceived risks consist of 6 factors, quality risk, counterfeit product risk, credit dealing risk, social/psychological risk, size and appearance risk, and delivery risk. The purchase decision behavior consist of 3 factors, delay of purchase decision, website switching, and offline conversion behavior. Second, purchase time positively affected the quality risk and credit dealing risk. Purchase frequency negatively affected the quality risk and credit dealing risk. Third, the quality risk, size and appearance risk, counterfeit product risk, and credit dealing risk positively affected the delay of purchase decisions. Quality risk and counterfeit product risk positively affected website switching. In addition, quality risk, social/psychological risk, and credit dealing risk positively affected the offline conversion behavior. Fourth, credit dealing risk negatively affected a short term purchase intention and the delivery risk negatively affected a long term purchase intention. The social/psychological risk and credit dealing risk negatively affected the repurchase intention.
- Subjects :
- Actuarial science
Polymers and Plastics
business.industry
Materials Science (miscellaneous)
media_common.quotation_subject
education
Human Factors and Ergonomics
Industrial and Manufacturing Engineering
Psychological risk
Counterfeit Product
Arts and Humanities (miscellaneous)
Decision behavior
Quality (business)
The Internet
Delivery risk
Marketing
business
Social Sciences (miscellaneous)
media_common
Subjects
Details
- ISSN :
- 12251151
- Volume :
- 33
- Database :
- OpenAIRE
- Journal :
- Journal of the Korean Society of Clothing and Textiles
- Accession number :
- edsair.doi...........22b83fd25f9f763d622771dfd69f706b