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http://dx.doi.org/10.5850/JKSCT.2008.32.5.834

The Effect of the Perceived Risk, Trust of Internet Shopping on the Perceived Usefulness, Attitude, and Purchase Intention of the Fashion Merchandise  

Na, Youn-Kue (Dept. of Clothing & Textiles, Chung-Ang University)
Hong, Byung-Sook (Dept. of Clothing & Textiles, Chung-Ang University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.32, no.5, 2008 , pp. 834-845 More about this Journal
Abstract
The purpose of this study is to find out the important factors and efficient strategies concerning Internet marketing. The areas of study interest are, the perceived risk, trust, usefulness, Shopping-mall attitude, and purchase intention. To fulfill this objectives, First, a survey was performed targeting customers with first-hand experience with fashion merchandise in Internet shopping-mall. Second, the improbability sampling method was used on aged from 20s to 40s, and the survey was performed over a one month period. A total of 806 questionnaires. The empirical studies were summarized as follows. First, the exchange/return/delivery risk and social/psychological risk had an effect on the perceived trust in Internet fashion shopping mall. Second, the perceived trust had an effect on the perceived usefulness, the attitude toward using and intention of repurchase in Internet fashion shopping mall. Third, the perceived usefulness had an effect on the attitude toward using and intention of repurchase in Internet fashion shopping mall. Forth, the attitude toward using had an effect on intention of repurchase in Internet fashion shopping mall.
Keywords
Perceived risk; Trust; Perceived usefulness; Shopping-mall attitude; Purchase intention;
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Times Cited By KSCI : 2  (Citation Analysis)
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