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http://dx.doi.org/10.5850/JKSCT.2014.38.2.277

Multi-Channel Behavior for Fashion Product Purchases and the Difference of Perceived Risk by Channel Type -The Case of College Men and Women-  

Chung, Ihn Hee (Dept. of Materials Design Engineering, Kumoh National Institute of Technology)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.38, no.2, 2014 , pp. 277-292 More about this Journal
Abstract
This study investigated consumers' multi-channel behavior for fashion product purchases and compared perceived risks by channel type. A survey involving male and female college students was conducted in the Daegu and Gyungbuk area in December 2013. A total of 400 responses were analyzed using descriptive statistics, chi-square analysis, independent sample t-test, paired t-test, factor analysis, and reliability analysis. An internet shopping mall was the most frequently chosen retailer type for fashion product purchases and information searches. In addition, respondents also preferred independent branded stores, department stores, and non-branded stores. The number of retailer types for clothing item purchases ranged from 1 to 6 and the average was 3.06. The number of retailer types was significantly higher in women groups according to gender variables. Perceived risk had the highest evaluation score for internet shopping malls. Department stores were recognized as a reliable retailer type. The construct of perceived risk was shown as similar in off-line stores such as department stores, independent branded stores, and non-branded stores. Instead, the construct was differentiated from the case of internet shopping malls. Some insightful suggestions were suggested for future research and industrial marketing plans based on the results.
Keywords
Multi-channel; Perceived risk; Fashion product; Channel selection; Retail distribution channel;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
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