The Study on the Effect of Perceived Risk on Consumers’ Purchase Behavior of the Online Clothing Buying-A Case Study of Big-Size Consumers in Taipei

• Main Authors: Chang, Shuo-Chou, 張碩洲
• Other Authors: Chen, Quang-Hua
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/573wqn

碩士 === 國立交通大學 === 經營管理研究所 === 102 === Nowadays,online shopping has become an irresistible trend due to the life-mode changing.Besides,running this online shopping business has more keen competition but also brings unlimited opportunities. Among all kinds of commodities, garment is the most fast one in the market growth and it becomes an important mythology for attracting customers. Big-size customers not only pay attention on price and style,but consider about convenience and safety as well. The study is to discuss the key factor for how big-size customers are willing to shop online and probe into the influence of perceived risk for their willing to understand their purchase intentions for online shopping. Targeting the big-size customers who live in Taipei,406 samples from online survey questionnaire which were collected,the study research on product attribute, purchasing motive,perceived risk,and the attitude towards purchase intention for analysis,including descriptive statistics,reliability analysis,validity analysis,factor analysis,one-way ANOVA,chi-squared and regression analysis. The study shows that there have significant difference for population accounting from sources of information, product attribute,perceived risk,and purchase intention of big-size customers.Besides,perceived risk of the time risk, performance risk and financial risk have significantly negative effects on consumers’ purchase intensions. Moreover,the most influential risk of perceived risk is time riskand then financial risk and performance risk. Finally,this article provides some marketing recommendations for future research.