The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The Role of Attitude in the Relationship between Perceived Risk and Purchase Intention in the Context of Shopping Fashion Products Online

패션 제품 온라인 쇼핑 시 지각되는 위험과 구매 의도의 관계에 있어서 태도의 역할

  • Lee, Kyu-Hye (Dept. of Clothing and Textiles, Hanyang University) ;
  • Choi, Ja-Young (Dept. of Entrepreneurship & Small Business, Soongsil University)
  • 이규혜 (한양대학교 의류학과) ;
  • 최자영 (숭실대학교 경상대학 벤처중소기업학부)
  • Published : 2007.06.30
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Abstract

This study is designed to examine differences in the well known relationship between risk perception and purchase intention when shopping fashion products Online. In addition, the role of attitude in the process was investigated. 155 Korean college students and 165 U.S. college students participated in the study. Structural equation modeling with risk factors(product delivery, transaction, service) as antecedents, purchase intention as the consequence, and attitude as the mediating variable were analyzed. Results indicated that, for Korean respondents, product delivery risk and transaction risk had significant indirect effect on purchase intention through attitude. Service risk had significant direct effect. For U.S. respondents, product delivery risk had both direct and indirect effect on purchase intention whereas transaction risk had only indirect effect. Service risk did not have significant influence on purchase intention.

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