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Analysis of Multichannel Choice Behavior based on Apparel items
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  • Journal title : Fashion & Textile Research Journal
  • Volume 17, Issue 6,  2015, pp.919-931
  • Publisher : The Korean Society for ClothIng Industry
  • DOI : 10.5805/SFTI.2015.17.6.919
 Title & Authors
Analysis of Multichannel Choice Behavior based on Apparel items
Kim, Jie-yurn;
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 Abstract
Recently, with the rapid development of the Internet, the importance of the multi-channel retailing strategy including online channel has been emphasized in fashion business. The purpose of this research is to give some practical ideas of multichannel strategy for fashion retailers through comparison for multichannel choice behaviors between Korean and US consumers. The online survey was conducted on the 400 fashion customers aged between 20s and 50s living in Korea and America. The survey consisted of measurement items about channel choice behaviors for purchase or information search, risk perception on channel, repurchase intention at same channel, perception on experience or search goods among apparel items. The data were analyzed by frequency, regression, t-test using SPSS 18.0 program. The ratio of utilization multichannel was higher in fashion goods area in Korea fashion business. Also, most of Top-ranked fashion or accessory retailers in America were taking advantage of multichannel strategy. There were some differences between Korea and US consumers in channel choice behaviors for purchase or information search, risk perception for retail channel, repurchase intention at same channel, perception on experience or search goods among apparel items, etc. Some suggestion for the future research for multichannel strategy in fashion retailing was given.
 Keywords
multichannel;channel choice behavior;risk perception;repurchase intention;
 Language
Korean
 Cited by
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