Perceived Risk of Online Apparel Mass Customization:Scale Development and Validation

Title
Perceived Risk of Online Apparel Mass Customization:Scale Development and Validation
Authors
이현화
Keywords
perceived risk, scale development, online mass customization, risk-reduction strategy, apparel
Issue Date
2015-04
Publisher
CLOTHING AND TEXTILES RESEARCH JOURNAL
Series/Report no.
CLOTHING AND TEXTILES RESEARCH JOURNAL ; Vol33 no.2 Startpage 115 Endpage 128
Abstract
Given the growing interest in online apparel mass customization (OAMC), retailers must understand how consumers perceive the risk of OAMC, which is distinct from general online shopping for apparel. However, no study has provided an empirical analysis of various dimensions of this risk. The present study proposes a multi-item scale developed through item generation, purification, and validation for measuring consumers' perceived risk of OAMC and identifies eight dimensions of this perceived risk. The results have important theoretical and practical implications. Practitioners would be able to enhance their communication ability with their consumers and improve their online mass customization services by reducing certain risk dimensions.
URI
http://journals.sagepub.com/doi/full/10.1177/0887302X15569345
http://dspace.inha.ac.kr/handle/10505/55049
ISSN
0887-302X
Appears in Collections:
School of Arts & Sports(예술체육학부) > Fashion Design & Textiles (의류디자인학) > Journal Papers, Reports(의류디자인학 논문, 보고서)
Files in This Item:
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