The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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A study on the conceptual structure of purchase risks in fashion consumption through online channels

온라인 채널에서의 패션 소비에 관한 구매위험의 구조적 개념 연구

  • An, Sang-Hee (Dept. of Fashion Design, Design & Arts Institute, Hansung University)
  • 안상희 (한성대학교 디자인아트평생교육원 패션디자인학과)
  • Received : 2019.09.26
  • Accepted : 2019.10.23
  • Published : 2019.10.31
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Abstract

The purpose of this study was to create a theoretical structure for the concept of purchasing risks by identifying the structure of purchasing risks that lead to obstacles in the purchasing decisions of consumers in fashion consumption via online channels. This was a secondary research using books, articles, prior researches, and academic journals on the five topics of "characteristics of fashion consumption," "the concept of purchasing risks," "purchasing risks by product types," "purchasing risks by channel types," and "purchasing risks of fashion consumption on online shopping channels." According to the arguments of prior researches, the study divided the purchasing risks of fashion consumption through online shopping into four categories : (1) fundamental purchasing risks including financial risk and time loss risk pertaining to any product or channel, (2) online channel purchase risks, which include risks in payment, Information leaks, and delivery and return/exchange risk, (3) fashion product risk related to product quality or experience of other people, which includes social risks and risks associated with quality, and (4) the online channel${\times}$fashion product risks, which include the aesthetic and psychological hazards especially amplified in online channels. The four risk factors were then described with a concept map to systemize the multi-dimensional and stereoscopic psychological structure of purchasing risks. Of the four risk factors, consumers placed the most emphasis on the online channel${\times}$fashion product risks, hence, reducing this risk factor is of utmost priority for marketing of online shopping channels.

Keywords

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