Perceived Risk in Apparel Online Shopping: A Multi Dimensional Perspective

Abstract

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 ArabiaResume: Le but de cette etude, dessinant sur le marketing et les paradigmes psychometriques,est d'etudier l'effet des dimensions de perception de risque sur l'intention d'achat d’habillement sur l’Internet parmi les consommateurs saoudiens. Une enquete basee sur le WEB a ete menee pour mesurer consommateurs des six types du risque lies aux achats en ligne d'habillement et de leur influence sur l'intention d'achat. Trois cents reponses ont ete rassemblees. Les resultats ont prouve que non toutes les constructions considerees de risque ont la meme influence sur l'Internet d'habillement achetant l'intention. Specifiquement, le temps et les risque de representation ont l'influence la plus significative suivie de l'intimite et des risques sociaux. Mots cles: Comportement du consommateur; Habillement; Achats d'Internet; Arabie Saoudite

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