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Risk Perceptions and Risk-reduction Strategies in Internet Apparel Shopping

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한국패션비즈니스학회|2005.07|패션 비즈니스 (Journal of Fashion Business)|제9권 제3호|pp. 134-149

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주제분류생활과학

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Abstract

Although Internet retailing is becoming a viable channel for apparel retailing, consumers are still reluctant to use Internet for apparel purchasing because of their concerns of Internet security and the difficulties of virtual shopping in unfamiliar shopping environment. The purpose of this study is to examine the nature of perceived risk associated with Internet apparel shopping and risk-reduction strategies used by Internet apparel shoppers. The data were collected via an online survey by a online research company. A total of 4,254 Internet users participated in this survey. Among these Internet users, 1,146 respondents had previous shopping experience in Internet shopping. Within this group, 195 were Internet apparel information seekers, and 589 were Internet apparel purchasers. Descriptive statistics, analysis of variance, and t-test were used to analyze the data. The perceived risks and risk-reduction strategies used by Internet apparel no-interest shoppers, Internet apparel information seekers (browsers), moderate Internet apparel purchasers, heavy Internet apparel purchasers were examined and compared. The results indicated that these four groups were significantly different in apparel related risk, performance risk, and privacy risk. Internet purchasers tend to perceive more apparel-related, performance, and privacy risks than others. The results also indicated that these four groups were significantly different in their opinions of risk-reduction strategies.

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