• Fashion & Textile Research Journal
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• v.10 no.6
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• pp.917-925
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• 2008

The purpose of this study was to find out the relationship between consumer's perceived risks and return behavior on internet clothing shopping. Questionnaires were distributed to the consumers, total 517, males and females, aged from 20 to 39, who had experience of clothing purchasing through internet shopping malls. The results showed that consumer's return factors related to the perceived risks on internet shopping process. The results were as follows. First, factors of perceived risks in internet clothing shopping were categorized into product performance, account-related, delivery, economic, and social psychological risk. 5 consumer types of perceived risk were segmented by low-perceived risk group, product performance/delivery-perceived risk group, account related-perceived risk group, harmony with oneself/account related-perceived risk group, and harmony with others/economic-perceived risk group. Second, the consumer's perceived risks on internet shopping process affected one's return behavior. The factors of return was differentiated on the types of consumer's perceived risk. The relation between consumer's perceived risks and return behavior on internet clothing shopping was significant. Therefore company had better draw various strategies to manage consumer's perceived risk, in order to reduce the returns and improve consumer's satisfaction.

• Journal of the Korean Society of Costume
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• v.42
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• pp.43-58
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• 1999

The purpose of this study was to investigate the effect of perceived risk and product express-ive self-image on the consumer's adoption of casua hanbok. A questionnaire was developed and data colle-cted from 269 women in Pusan. Data were analyzed to investigate the relation-ship among purchase intention perceived risk and product epressive self-image. Marketing implication about risk reduction was discussed. The results of this study were as follows. 1. Consumer's perceived risk on adoption o casual hanbok classified into four factors They were the risk on the confirmation of advantage of casual hanbok the risk on the negative viewpoint of others the risk on the complexity of dressing and care and the risk on the shortcoming of casual hanbok. It was explained that casual hanbok is innovative product. 2. According to the level of adoption of casual hanbok. consumers were categorized into three groups i.e. adopter potential adopter rejector. They differed in the degree of risk perception age and subjective knowledge redlated to casual hanbok. 3. Consumer's subjective knowledge age and two types of risk has predicting power to the purchase intention. Consumer's subjective knowledge was the best predicted factor and risk perception was negatively related to purchase intention. 4. The significant differences among the categ-orized consumer group was founded in the ideal self image and product expressive self-image 5. The gap of perception between ideal self-image and product expressive self-image was significantly different in each categorized consumer groups.

• International journal of advanced smart convergence
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• v.11 no.4
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• pp.253-259
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• 2022

This study aims to investigate the antecedent of consumer personal preventive equipment purchase behaviour by extending the HBM model after the pandemic. Pandemic related studies have focused on the effect of perceived susceptibility and perceived severity on consumer preventive behaviour, little studies have investigated the antecedents of consumer perceived risk. This study filled the gaps in the previous studies. This study tested all proposed hypotheses among users who have purchase the self-preventive behaviour. In final 253 valid data were collected through online survey for statistics analysis. This study found that consumer's health consciousness significantly impacted consumer's perceived severity of COVID-19 and perceived risk. Perceived risk positively impacted consumer self-preventive equipment purchase intention. In contrast, perceived susceptibility did not significantly consumer perceived risk. Based on these results, the theoretical implication will be offered on the study of health-related studies and will be given insight for disease control center to effectively manage consumer self-preventive behaviour.

• The Journal of Information Systems
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• v.12 no.1
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• pp.117-144
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• 2003

The purpose of this study is to be aware of the relationship between the perceived risk and purchasing intention after investing the impacts by 3 factors-consumer, media, and product characteristics on the perceived risk. The influence on perceived risk is categorized based on the 3 factors' combinations. The result of this study shows that the each characteristics of media, consumer, and product affect consumer's perceived risk and also this risk is affected by the relationship among these 3 independent variables. These results mean that the consumer's perceived risk about buying goods at the internet shopping mall or TV home shopping cannot be measured by a single dimension. Finally, it has a negative relationship between the perceived risk and purchasing intention. Implications for managers' use of shopping media are discussed in terms of the product and media characteristics fit.

• Korean Management Science Review
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• v.32 no.3
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• pp.55-70
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• 2015

The main objective of this study is to investigate the moderating roles of the competitor's pricing strategy and the degree of consumer's risk-aversion on perceived risk and perceived benefit in responding to price increases and package downsizing. Based on Prospect Theory, several prior researches find that consumers perceive increased price as more loss than package downsizing and perceive package downsizing as more benefit than increased price. We extend these behavioral economics approach using the reference effect of competitor's pricing strategy. We focus on consumer heterogeneity on risk-aversion, measure the degree of consumer's risk-aversion, and divide the consumers into two groups of high levels of risk-aversion vs. low levels of risk-aversion. We find that the firm's pricing strategies of both price increases and package downsizing do not significantly influence the perceived benefit for relatively low risk-aversion consumers. We find that when the firm reduce the package size, relatively high risk-aversion consumers perceived more benefit and had higher purchase intention compared to price increases. We also find that the competitor's pricing strategies do not significantly influence the consumer's response for relatively low risk-aversion consumers. For relatively high risk-aversion consumers, they perceived more loss when the firm has different pricing strategy from the competitor's.

• The Journal of Information Systems
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• v.17 no.1
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• pp.45-62
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• 2008

The purpose of this research is to investigate success factors and strategics of convergence products in Korea. The research based on existing literature regarding the innovation resistance and product bundling, examines the factors influencing consumer responses to convergence products. The research scheme was experimented through a questionnaire survey answered by 128 companies. The research model was composed of 4 groups: 1) consumer innovativeness, 2) perceived usefulness and ease of use, 3) perceived risk, 4) new product risk The results of this research reveal that consumer evaluation(consumer satisfaction and purchase intentions) are affected by consumer perceptions of risk, perceived usefulness, perceived ease of use, new product risk.

• Journal of the Korean Home Economics Association
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• v.40 no.4
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• pp.105-124
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• 2002

The purpose of this study was to analyze searching value types of Internet consumer information and to identify difference of information characteristics by searching value types. The online survey was conducted by 262 netizens. We used SPSS10.0 package and statistical analysis as follows : factor analysis, cluster analysis, one-way ANOVA, and Duncan's multiple range test. The results were summarized as follows: 1) searching value types of Internet consumer information were classified into 3 types - high benefit/high risk type, middle benefit/middle risk type, high benefit/low risk type. 2)In the degree of significance for information characteristics, consumer recognized accuracy as the most important then comes variability, utility, up-to-dateness, and reliability in that order. 3) high benefit/high risk type among searching value types was evaluated the most affirmative types for Internet consumer information.

• Journal of the Korean Home Economics Association
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• v.26 no.1
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• pp.21-31
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• 1988

The main problem of consumer behavior is choice since the outcome of me of a choice can only be known in the future, consumers are forced to deal with the risks of und\certainty. So, perception of risk is pivotal aspect of consumer behavior. This study was designed to investigate the relationships between purchasing behavior of textile and perceived risk. Data were obtained from 276 housewives. ANOVA, x2-test were employed to analyse the data. The result were : 1. general features of textile purchase behavior are as follows. Blend wools and pure wool products are prefered. Fall is the major season in purchasing textile. Wholesalers, department stores and agent stores are prefered. Purchasing decision making process independent upon not only textile itself but the practice value of the textile. Purchasing textile, married young women depend on outward shape of the textile, middle and old aged groups depend on the economic value of the textile and the credibility of the stores. 2. Perception of risk is relatively high in the preference of store, color/design, and psycological uncertainty. But the perceived risks is relatively low in brand, price and social credibility. 3. There is significant relationship between the recognition rate of risk and the sensitiveness of the consumer. In addition, there are strong relationship between the risk rate and the preference of shop, brand, and price. On the other hand, there are no significant relationship between the color, design, and sociopsyco-logical risk and demographic variables. 4. The perceived risk of consumer would be a key stone to grasp the consumer behavior. The product company needs to provide full information which could reduce the perceived risk of consumer. there attitude would help for the mutual interests. In the future research, we need to develop the precise methods for finding variables on the perceived risk during the process of making purchase intention.

• Journal of Families and Better Life
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• v.4 no.2
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• pp.53-66
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• 1986

The prensent study was aimed to explore the reality of the low-income consumers problem by the comparison among five income classes. Specifically, this study was intended to (1) compare the levels of consumer skill, market risk, and consumer problem among the five income classes, (2) examine the relationship between consumer problem and consumer skill, and the relationship between consumer problem and market risk, and (3) search the types of consumer problems that each income class consumers might experience the most often. For this purpose, a survey was conducted using questionaire on 525 home managers in Seoul. The deta were analyzed by ANOVA and DMR test. The major findings were as follows; First, the consumer skill was the poorest in the low-income consumers. There was curvilinear relationship between consumer skill and income level. Second, the market risk was the highest in the low-income consumers. Market risk had a negative linear relationship with income level. Third, consumer problem was the most serious in the low-income consumers and was the least serious in the middle-income consumers. Fourth, the lower consumer skill and the higher market risk the consumers had, the more consumer problems they tended to experience. Finally, the low-income consumers had relatively more difficulties in door-to-door sale and inferior goods problem than the middle and the high-income consumers. On the other hand, the latter experienced relatively more difficulties in false and misleading advertising, overcharge, unfair bargain, and warrenty-repair-exchange problem than the former. Taken together, the research hypotheses were well supported in this study. It was suggested that the quality and the quantity of the low-income consumers problem were different from those of the middle-and the high-income consumers problem.

• Fashion & Textile Research Journal
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• v.21 no.6
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• pp.743-753
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• 2019

This study investigates differences in demographic characteristics, shopping orientation, perceived risk, and satisfaction after purchase among consumer types. This study classifies consumer types according to their channel transition behaviors between the online and offline channels with a focus on the steps of information research and buying decision in buying decision-making process. The four consumer groups are as follows: off-off type (offline research-offline purchase), on-on type (online research-online purchase), on-off type (online research-offline purchase) and on/off-off type (online and offline research-offline purchase), off-on type (offline research-online purchase) and on/off-on type (online and offline research-online purchase). Data were collected from adults over 20 years old who had bought clothes within one year. The questionnaire was carried out from July, 2019 using a professional internet research panel; in addition, 500 sets of useful data were analyzed by descriptive statistics, factor analysis, reliability analysis, chi-squared test, ANOVA and Duncan-test using SPSS 21.0. The findings showed significant differences among the classified consumer groups for consumer demographics, shopping orientation, perceived risk, and purchase after satisfaction. The results imply that consumers show a variety of channel transition behaviors based on demographic variables, shopping orientation, and perceived risk. Understanding and adapting to consumer purchase behaviors will allow company distribution channels to be effectively managed and eventually increase consumer satisfaction as well as company sales volume.