Merchandising/Marketing/Retailing: Branding

Impact of Consumers' Risk Perceptions to Product Performance on Channel Usage Behavior in Relation to Online Apparel Shopping

Authors
  • Ui-Jeen Yu (Illinois State University)
  • Eun-Joo Cho (University of Arkansas)

Abstract

Consumers’ information search and purchase intentions toward online versus offline stores may be influenced, depending upon their risk perception to product performance. Consumers’ channel usage behaviors, such as information search offline before purchase online, will be influenced by consumers’ risk perceptions to product performance. Little research has investigated how consumers’ risk perceptions to product performance–visual, tactile, and trial risks—relate to their channel use behavior—information search offline and purchase intention online—across multi-channels.

How to Cite:

Yu, U. & Cho, E., (2015) “Impact of Consumers' Risk Perceptions to Product Performance on Channel Usage Behavior in Relation to Online Apparel Shopping”, International Textile and Apparel Association Annual Conference Proceedings 72(1).

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Published on
11 Nov 2015
Peer Reviewed