The Effect of Fashion Consumer's Browsing Motives and Risk Perception on Purchase Intention in Social Commerce

Seung Hyun Woo · JinSook Hwang

13 citations0/0 files storedJournal of the Korean Society of Clothing and Textiles

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Consumer Retail Behavior Studies Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

This study investigated the effects of fashion consumer's browsing motives and risk perception on impulse buying and purchase intention in social commerce. The online survey results of 317 customers who experienced using fashion products via social commerce were used for the final analysis. Exploratory factor analysis, reliability analysis, and frequency analysis were conducted using SPSS 18.0, and confirmatory factor analysis and path analysis were performed with AMOS 18.0. Three browsing motives (hedonic motive, rational motive, and informational motive) and three risk perceptions (products-related risk, customer service risk, and opportunity loss risk) were identified. The results from the structure equation model were as follows. 1) It was deducted that the browsing motive did not have a significant effect on risk perception due to the rejection of most of the hypotheses in regards to the browsing motive influence on risk perception. 2) Product-related risk and customer service risk had a significantly negative effect on purchase intention. Opportunity loss risk had significantly positive effect on impulse buying and purchase intention. 3) Hedonic browsing motive had a significant effect on impulse buying, and rational motive had a significant effect on impulse buying and purchase intention. The informational browsing motive had a significant effect only on purchase intention.

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References

1960Consumer Behavior as Risk Taking 1962The Significance of Impulse Buying Today 2011Apparel product attributes, web browsing, and e-impulse buying on shopping websites 2009Impulse buying and variety seeking: A trait-correlates perspective 1989Extending the Concept of Shopping: An Investigation of Browsing Activity 2011The Motives for Using Social Commerce and Satisfaction, Repurchase Intention: Based on the Uses and Gratification Theory 2009The Effects of Perceived Risks on Purchase Decision Behavior among Internet Fashion Consumers 2008The Effect of the Perceived Hedonic Value, Usefulness and Ease of use on Attitude toward using in Internet Shopping Mall and Purchase Intention of the Fashion Merchandise

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2014A Study on Purchase Satisfaction and Repurchase Intention accoding to Usage Motivation when Purchasing Fashion Products in Social Commerce 2013A Study on the Influential Factors of Impulsive Purchases by Female University Students in their 20's when Purchasing Fashion Products in Social Commerce

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