Journal of the Korean Home Economics Association (대한가정학회지)

The Korean Home Economics Association (대한가정학회)
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The Effect of Clothing Involvement on the Perceived Risk in Internet Shopping and Store Selection Criteria

의복관여가 인터넷 위험지각과 점포선택기준에 미치는 영향

  • 황진숙 (건국대학교 의상텍스타일학부)
  • Published : 2002.12.01
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Abstract

The purpose of this study was to investigate the effect of clothing involvement on the perceived risk in internet shopping and store selection criteria. The subjects used for the study were 210 male and 338 female college students. The clothing involvement consisted of pleasure, symbolism, and selection difficulty factors. The perceived risk consisted of size/defect risk, social psychological risk, privacy risk, delivery risk, and price risk. The store selection criteria had security/service, entertainment/variety, price/convenience factors. The results showed that consumers were segmented by four groups based on clothing involvement factors: clothing pleasure group, symbolism group, confidence group, and low clothing involvement group. The four segmented groups differed in regard to the perceived risk, store selection criteria, and demographics. For example, clothing pleasure group perceived the size/defect risk and social psychological risk higher than did the other groups. Also, the clothing pleasure group considered entertainment/variety more important and had younger female consumers.

Keywords

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