Merchandising/Marketing/Retailing: Branding

Consumers’ Virtual Product Experiences and Risk Perceptions of Product Performance in the Online Co-Design Practice: A Case of NIKEiD

Authors: Ui-Jeen Yu (Illinois State University) , Juyeon Park (Colorado State University)

Abstract

Consumers tend to perceive product performance risk—the uncertainty and consequences of a product not functioning at some expected level— about visual, tactile, and trial attributes of apparel products such as style, fabric, color, touch, weight, fit, or comfort in apparel shopping (Yu, Lee, & Damhorst, 2012). Online consumers might perceive higher levels of visual, tactile, and trial risks of product performance, based on the evaluation of product attributes through virtual product experience (Yu et al., 2012). In particular, mass customized apparel or footwear could engender a greater risk of product performance.

Keywords: customization, Co-Design, online, risk

How to Cite: Yu, U. & Park, J. (2013) “Consumers’ Virtual Product Experiences and Risk Perceptions of Product Performance in the Online Co-Design Practice: A Case of NIKEiD”, International Textile and Apparel Association Annual Conference Proceedings. 70(1).