Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effect of Fashion Consumer's Browsing Motives and Risk Perception on Purchase Intention in Social Commerce

소셜커머스에서 패션제품 소비자의 브라우징 동기, 위험지각이 구매의도에 미치는 영향

  • 우승현 (건국대학교 의류학과) ;
  • 황진숙 (건국대학교 의상디자인전공)
  • Received : 2013.06.10
  • Accepted : 2013.08.26
  • Published : 2013.08.31
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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.

Keywords

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