Role of risk reduction strategies in shopping online for fashion productsopen accessRole of risk reduction strategies in shopping online for fashion products
- Other Titles
- Role of risk reduction strategies in shopping online for fashion products
- Authors
- 이정은; 이규혜
- Issue Date
- Feb-2013
- Publisher
- 복식문화학회
- Keywords
- perceived risks; risk reduction; information search; satisfaction; online shopping
- Citation
- 복식문화연구, v.21, no.1, pp.129 - 138
- Indexed
- KCI
- Journal Title
- 복식문화연구
- Volume
- 21
- Number
- 1
- Start Page
- 129
- End Page
- 138
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/163430
- DOI
- 10.29049/rjcc.2013.21.1.129
- ISSN
- 1226-0401
- Abstract
- Consumers’ perception of risk plays a major role in how they make online purchase decisions. Since online shopping is perceived to be riskier than in-store shopping, consumers engage in a variety of risk reduction strategies such as searching online for alternative products and alternative e-tailers. This study examines the influence of risk involvement on risk reduction strategies and customer satisfaction. It discusses three aspects of risk reduction strategies: time spent in making a purchasing decision, searching for alternative e-tailers, and searching for alternative products. Data from 294 female shoppers who had experience in purchasing fashion products online was analyzed. This study found that risk involvement had a positive influence on the time spent in making decisions, while the influence of risk involvement on searching for alternative retailers and alternative products was not significant. However, consumer satisfaction was negatively related to search for alternative retailers and positively related to risk involvement. This study provides a better understanding of customers’ risk involvement and risk reduction strategies in online shopping. This information would be beneficial for marketers and retailers to reduce customer perception of risks and to promote online sales.
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