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http://dx.doi.org/10.5850/JKSCT.2007.31.6.869

Internet Apparel Shopping: Perception of Risk among South Korean Female College Students in the Apparel Major  

Ko, Seung-Bong (Dept. of Design, Housing & Merchandising, Oklahoma State University)
Salusso, Carol J. (Dept. of Apparel, Merchandising, Design & Textiles, Washington State University)
Sprott, David E. (Dept. of Apparel, Merchandising, Design & Textiles, Washington State University)
Hwang, Choon-Sup (Dept. Clothing & Textiles, Kyung Hee University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.31, no.6, 2007 , pp. 869-878 More about this Journal
Abstract
The purpose of this study was to investigate perception of risks among South Korean female college students within the process of purchasing apparel products through the Internet. The study was implemented by descriptive survey method using questionnaire and subjects consisted of 324 South Korean female college students. Findings of the study showed that the purchasing process particularly regarding delivery and security issues seemed to be a strong concern. On the other hand, unique selection such as apparel brands only available through the Internet was a strong appeal to 37.7% of subjects. Factor analysis profiled risk perception as: 1) Internet Shopping Selection Preference, 2) Delivery Problems and Lack of Security 3) Product Quality and Characteristics 4) Return Policy Difficulties and 5) Fair Prices. Discriminant analysis showed Factors 1, 2 and 3 were significant in helping to differentiate among Non-Purchasers, Fewer-purchasers and Many-Purchasers. Factor 1 and 3 helped differentiate among respondents relative to age range. Across all types of purchasers, offering unique selections of cutting edge fashions and improving risk perception relative to delivery and security concerns seemed important for gaining greater market share. Being able to delivery quality products and communicate product characteristics would be a powerful competitive edge to add to the incentive of convenience in shopping for apparel on the Internet.
Keywords
Internet shopping; Risk perception; Korean female college students;
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Times Cited By KSCI : 1  (Citation Analysis)
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