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Effect of brand familiarity,experience and information on online apparel purchase
Jihye Park
Department of Apparel, Educational Studies and Hospitality Management,
Iowa State University, Ames, Iowa, USA
Leslie Stoel
Department of Consumer and Textile Science, The Ohio State University,
Columbus, Ohio, USA
Abstract
Purpose – The purpose of this study is to examine the effect of brand 美国留学生论文代写familiarity, the number ofpieces of product information presented on a web site, and previous online apparel shoppingexperience on perceived risk and purchase intention.
Design/methodology/approach – The experiment was 2 (brand familiarity) £ 2 (informationavailability) factorial design and 166 students participated in this study.
Findings – Multivariate and univariate analyses found a significant effect of brand familiarity andprevious experience on perceived risk and purchase intention, and no effect of amount of informationon perceived risk and purchase intention.
Research limitations/implications – Participants may not have carefully considered the productinformation because the experiment was not an actual purchase situation, although a scenario wasgiven. In future studies, creating an actual purchase situation may be necessary to investigate theeffect of the amount of information available on the web sites on perceived risk and decision making.Practical implications – The present study suggests that internet retailers should capitalize on thepower of their brand names. Multi-channel retailers may be able to derive significant advantages frombrand familiarity among their customers.
Orginality/value – This study has added to the in-home shopping literature by extending findingsof previous research to internet shopping. Findings suggest that internal information, specifically
familiarity with brands offered online and previous experience of shopping online, influenceperceptions of risk associated with shopping online, as well as intentions to purchase online.
Keywords Brand awareness, Information, Internet, Shopping, Risk management, PurchasingPaper type Research paper
IntroductionE-tailing of apparel and related products has shown considerable growth over the pastfew years and apparel has emerged as one of the largest online merchandise categoriesin the US and several other countries around the world (Krantz, 1998). For example, US
apparel sales online during the 2002 holiday season increased 35 percent over 2000figures making apparel the second largest merchandise category after DVDs(Greenspan, 2003). Online sales in Europe are gaining even faster than in the US,especially in clothing, due to the use of multiple channels (Cox, 2002). Shoppers aroundthe world are showing strong enthusiasm for purchasing garments via the internet.
Apparel filled up more than 25 percent of the online shopping cart in the UK, Canadaand Australia (Ernst and Young, 2000). Yet, even though internet shopping is popular
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Note
1. Lee and Johnson (2002) found that about 32 percent of the internet apparel shoppers were
under age 30.
References
Alba, J.W. and Hutchinson, J.W. (1987), “Dimensions of consumer expertise”, Journal of
Consumer Research, Vol. 13 No. 1, pp.本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。