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http://dx.doi.org/10.5850/JKSCT.2007.31.12.1733

A Study on the Relationship between Risk Dimensions of Apparel Involvement and Online Impulse Buying Behavior  

Rhee, Young-Ju (Dept. of Clothing & Textiles, Ewha Womans University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.31, no.12, 2007 , pp. 1733-1741 More about this Journal
Abstract
Consumers nowadays spend more time using computers and are getting used to buying products through the Internet(Park, 2002), and therefore, understanding consumers' impulse buying behavior in an online shopping context is also important for retailers. The purpose of this study was to examine the relationship between online apparel impulse buying behavior and the two risk dimensions of apparel involvement(i.e., risk importance, risk probability). The data were collected using an online survey with a structured questionnaire. A total of 339 college students were used in the study. The results of MANOVA showed that the impulse buyer group perceived the risk importance and risk probability of apparel involvement significantly lower. Based on the results, the two hypotheses were supported. From the results of the present study, it is concluded that the two risk dimensions of apparel involvement are negatively related to online impulse buying behavior of apparel products. From the results of the present study, it is concluded that the risk dimensions of apparel involvement are closely related to the online apparel impulse buying behavior.
Keywords
Impulse buying; Apparel involvement; Risk;
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Times Cited By KSCI : 1  (Citation Analysis)
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