Korean Journal of Human Ecology (한국생활과학회지)

Korean Association of Human Ecology (한국생활과학회)
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The study of the relationship among perceived risk of apparel purchase, control, and impulse buying - Focusing on internet shopping mall consumers -

의류구매위험지각, 통제, 충동구매 간의 관계 연구 - 인터넷쇼핑몰 소비자를 중심으로 -

  • Chung, Mi Sil (Department of Home Economics Education, Gyeongju Campus of Dongguk University)
  • 정미실 (동국대학교 경주캠퍼스 가정교육과)
  • Received : 2014.06.20
  • Accepted : 2014.09.03
  • Published : 2014.10.31
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Abstract

The purpose of this study was to examine the relationship among consumer's perceived risk of apparel purchase in internet shopping mall, control, and impulse buying. The subjects were 319 female college students in Gyeongsang provinces. The obtained data were analyzed by reliability analysis, analysis of frequency, factor analysis, cluster analysis, one-way ANOVA, Duncan's multiple range test, correlation analysis, and t-test. The major results of this study were as follows: First, three factors of consumer's perceived risk of apparel purchase in internet shopping mall were identified: size risk, trust risk, and social/psychological risk. Second, the subjects were categorized into three different types of groups according to perceived risk: high perceived risk type, middle perceived risk type, and low perceived risk type. Third, three control(self-control, goal-control, and desire for control) and three impulse buying(impulsive buying for showing off, impulsive buying for excitement, and impulsive buying due to memory) were identified. Fourth, there was significant difference between strong control group and weak control group on three factors of impulse buying. Fifth, a significant positive correlation was found size risk and three factors of control and a significant negative correlation was found self-control and three factors of impulse buying.

Keywords

References

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