Perceived Risk in Apparel Online Shopping: A Multi Dimensional Perspective

Moudi Almousa


The purpose of this study, drawing on marketing and psychometric paradigms, is to investigate the effect of risk perception dimensions on apparel internet purchase intention among Saudi consumers. A web-based survey was conducted to measure consumers’ perception of the six types of risk associated with apparel online shopping and their influence on purchase intention. Three hundred responses were collected. Results showed that not all the considered risk constructs have the same influences on apparel internet purchasing intention. Specifically, time and performance risks have the most significant influence followed by privacy and social risks. Key words: Consumer behavior; Apparel; Internet shopping; Saudi ArabiaRésumé: Le but de cette étude, dessinant sur le marketing et les paradigmes psychométriques,est d'étudier l'effet des dimensions de perception de risque sur l'intention d'achat d’habillement sur l’Internet parmi les consommateurs saoudiens. Une enquête basée sur le WEB a été menée pour mesurer consommateurs des six types du risque liés aux achats en ligne d'habillement et de leur influence sur l'intention d'achat. Trois cents réponses ont été rassemblées. Les résultats ont prouvé que non toutes les constructions considérées de risque ont la même influence sur l'Internet d'habillement achetant l'intention. Spécifiquement, le temps et les risqué de représentation ont l'influence la plus significative suivie de l'intimité et des risques sociaux. Mots clés: Comportement du consommateur; Habillement; Achats d'Internet; Arabie Saoudite

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