Business, Management and Accounting
8 years ago

Fashion shoppers' attitudes impact online purchase decisions more than perceived risks.

The Research Journal of the Costume Culture
The Role of Attitude in the Relationship between Perceived Risk and Purchase Intention in the Context of Shopping Fashion Products Online
이규혜, 최자영

Paper Summary

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The study looked at how people's feelings about risk affect their decision to buy fashion items online. They studied Korean and U.S. college students and found that for Koreans, worries about product delivery and transactions influenced their decision to buy through their attitude. For Americans, concerns about product delivery affected their decision directly and through their attitude, while transaction worries only affected their decision through their attitude. Service concerns did not have a big impact on Americans' decision to buy.