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The Perceived Importance Weight of Product Information Cues in E-Shopping  

Lee Kyu-Hye (Dept. of Clothing & Textiles, Hanyang University)
Park Jihye (School of Business, Hankuk University of Foreign Studies)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.30, no.3, 2006 , pp. 470-480 More about this Journal
Abstract
Consumer may perceive needs of certain product information online rather than the number of pieces of information available for decision making. In addition, consumers may seek information that is more relevant to apparel category. Moreover, involved consumers intensify information seeking and seek certain information. The purpose of this study is to identify the perceived importance weight of each information cue when shopping apparel via the Internet, to investigate the differences of the perceived importance weight of product information cues in product category, and to examine the relationship between apparel involvement and the perceived importance weight of product information cues. This study employed a single-factor within-subjects design experiment that simulated online purchase situation for two product types, Jeans and a Shirt. A total of 125 college students participated in this study. Results indicated that selected information such size available, price, style, color description, item measurement, stock available, and item quality (in sequence) can be considered as global cues to judge product quality and influence purchase decision regardless of product category. The significant multivariate effects for product category on the perceived importance weight of product information cues were found. Personalization, fiber content, and fabric structure were product specific information cues. Consumers' product involvement significantly influenced the perception of information weight. Therefore, product information can be personalized based on consumer involvement
Keywords
Product information; Importance weight; Clothing involvement; Product category;
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