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http://dx.doi.org/10.5934/kjhe.2014.23.5.873

The study of the relationship among perceived risk of apparel purchase, control, and impulse buying - Focusing on internet shopping mall consumers -  

Chung, Mi Sil (Department of Home Economics Education, Gyeongju Campus of Dongguk University)
Publication Information
Korean Journal of Human Ecology / v.23, no.5, 2014 , pp. 873-890 More about this Journal
Abstract
The purpose of this study was to examine the relationship among consumer's perceived risk of apparel purchase in internet shopping mall, control, and impulse buying. The subjects were 319 female college students in Gyeongsang provinces. The obtained data were analyzed by reliability analysis, analysis of frequency, factor analysis, cluster analysis, one-way ANOVA, Duncan's multiple range test, correlation analysis, and t-test. The major results of this study were as follows: First, three factors of consumer's perceived risk of apparel purchase in internet shopping mall were identified: size risk, trust risk, and social/psychological risk. Second, the subjects were categorized into three different types of groups according to perceived risk: high perceived risk type, middle perceived risk type, and low perceived risk type. Third, three control(self-control, goal-control, and desire for control) and three impulse buying(impulsive buying for showing off, impulsive buying for excitement, and impulsive buying due to memory) were identified. Fourth, there was significant difference between strong control group and weak control group on three factors of impulse buying. Fifth, a significant positive correlation was found size risk and three factors of control and a significant negative correlation was found self-control and three factors of impulse buying.
Keywords
internet shopping mall; perceived risk; control; impulse buying;
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Times Cited By KSCI : 12  (Citation Analysis)
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