Thesis
IDENTIFYING CULTURE-BASED PERCEIVED RISKS DURING PURCHASE OF APPAREL, ACCESSORY, AND/OR SHOE PRODUCTS VIA A SMARTPHONE
Washington State University
Master of Science (MS), Washington State University
01/2021
DOI:
https://doi.org/10.7273/000002466
Handle:
https://hdl.handle.net/2376/120867
Abstract
The surge in the consumers’ use of smartphone for shopping drives the attention of retailers to upgrade their mobile commerce channel to offer their products and services. As mobile commerce becomes one of the most used channels for shopping globally, the apparel and fashion industry stands a huge opportunity to increase their sales revenue considering its position as one of the most shopped product categories online. In this study, the consumer culture theory and the perceived risk theory were adopted to investigate the influence of the perceived risks and the risk relief factors towards the purchase intentions of apparel, accessory and /or shoe products via a smartphone. Two studies were conducted with two consumer panels from countries that showed significant differences in technology utilization as presented by the Computer-Based Media Support Index (CMSI), (USA and Nigeria), to examine the discrepancies in consumers’ behavior.A total of 695 participants were recruited through the MTurk and Datadiggers consumer panels and a self-administered online survey was used to collect the primary data. The results of the multiple regression analysis showed significant relationships between the perceived product risk and the perceived social risks towards the purchase intentions of apparel, accessory, and/or shoe products via a smartphone for both countries. However, the prior mobile shopping experience, product information search and perceived value moderate the effect of perceived product risk towards the purchase intention for the Nigerian consumers. This showed their critical roles in reducing the perceived product risk. In addition, the result showed a significant and positive influence of the prior mobile shopping experience towards the purchase intentions of apparel, accessory and/shoe products via a smartphone for both countries. This result suggests that consumers with shopping experience on a smartphone are more likely to purchase apparel, accessory, and/or shoe products via a smartphone.
This study delineates important insights for retailers and marketers of apparel and fashion products on the focal consumer perceived risks and the risk moderators that would enhance their sales during use of mobile commerce and for targeting consumers of different culture and economy.
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Details
- Title
- IDENTIFYING CULTURE-BASED PERCEIVED RISKS DURING PURCHASE OF APPAREL, ACCESSORY, AND/OR SHOE PRODUCTS VIA A SMARTPHONE
- Creators
- Olabisi Adesanya
- Contributors
- Jihyeong Son (Advisor)Ting Chi (Committee Member)Vicki McCracken (Committee Member)
- Awarding Institution
- Washington State University
- Academic Unit
- Apparel, Merchandising, Design and Textiles, Department of
- Theses and Dissertations
- Master of Science (MS), Washington State University
- Publisher
- Washington State University
- Number of pages
- 129
- Identifiers
- 99900606857101842
- Language
- English
- Resource Type
- Thesis