Risk perception and e-shopping: A cross-cultural study

Jayoung Choi, Kyu-Hye Lee

Research output: Contribution to journalArticle

49 Citations (Scopus)

Abstract

The purpose of this study is to examine first, whether there are differences in risk perception between the USA and Korea, second, whether there are differences in risk perception between apparel purchasers and non-apparel purchasers across countries, third whether there are differences in the effect of risk factors on purchasing intention between the USA and Korea, and, fourth, whether there are differences in the effect of risk factors on purchasing intention between apparel purchasers and non-apparel purchasers across countries. The findings suggest that there were differences in consumers' risk perception between apparel and non-apparel purchasers across countries. In addition, there are similarities and differences in the relationships between risk perception and purchase intention across countries.

Original languageEnglish
Pages (from-to)49-64
Number of pages16
JournalJournal of Fashion Marketing and Management
Volume7
Issue number1
DOIs
StatePublished - 2003 Jan 1

Fingerprint

E-shopping
Cross-cultural studies
Risk perception
Apparel
Korea
Purchasing
Risk factors
Consumer risk
Purchase intention

Keywords

  • Consumer behaviour
  • Consumer's risk
  • Cultural diversity
  • E-commerce
  • Korea
  • USA

Cite this

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Risk perception and e-shopping : A cross-cultural study. / Choi, Jayoung; Lee, Kyu-Hye.

In: Journal of Fashion Marketing and Management, Vol. 7, No. 1, 01.01.2003, p. 49-64.

Research output: Contribution to journalArticle

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