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http://dx.doi.org/10.5850/JKSCT.2011.35.1.013

The Effect of Benefits and Online Shopping Risks on Channel Selection for Luxury Fashion Items  

Park, Hye-Sun (Dept. of Clothing & Textiles, Pai Chai University)
Kim, Hyun-Sook (Dept. of Clothing & Textiles, Pai Chai University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.35, no.1, 2011 , pp. 13-25 More about this Journal
Abstract
This study investigates the factors influencing consumer's channel selection for luxury fashion items, specifically the effect of (i) perceived luxury benefits, (ii) perceived online shopping risks, (iii) demographics, and (iv) purchasing behavior. A survey questionnaire was developed and implemented to measure the perceived luxury benefits, perceived online shopping risks, purchasing behaviors, and consumer demographics. A total of 396 responses were analyzed by one-way ANOVA, cross-tab, and multinomial logit analysis with SPSS18.0. The results are as follows. First, those who shop in offline shopping channels tend to be heavy buyers that look for product quality and conspicuousness. They perceive low risks from online shopping and purchase few bag items offline. Second, those who shop online tend to be men and perceive the high benefits of economic value. Third, those who shop in multi channels tend to be men, search for information via the Internet, and purchase few accessory items. Implications for multichannel strategies are suggested.
Keywords
Fashion luxury; Perceived luxury benefits; Online shopping risk; Shopping channel;
Citations & Related Records
Times Cited By KSCI : 8  (Citation Analysis)
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