Detailed Information
Cited 0 time in 
Cited 0 time in 
Cited 0 time in
Metadata Downloads
패션 제품 온라인 쇼핑 시 지각되는 위험과 구매 의도의 관계에 있어서 태도의 역할The Role of Attitude in the Relationship between Perceived Risk and Purchase Intention in the Context of Shopping Fashion Products Online
- Other Titles
- The Role of Attitude in the Relationship between Perceived Risk and Purchase Intention in the Context of Shopping Fashion Products Online
- Issue Date
- Jun-2007
- Publisher
- 복식문화학회
- Keywords
- perceived risk(지각된 위험); online purchase intention(온라인 구매의도); attitude(태도).; perceived risk(지각된 위험); online purchase intention(온라인 구매의도); attitude(태도).
- Citation
- 복식문화연구, v.15, no.3, pp.472 - 482
- Journal Title
- 복식문화연구
- Volume
- 15
- Number
- 3
- Start Page
- 472
- End Page
- 482
- ISSN
- 1226-0401
- 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.
- Files in This Item
- Go to Link
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.
Related Researcher
- Choi, Ja young
- College of Business Administration (Department of Entrepreneurship & Small Business)