Abstract
Online group buying is a new form of online shopping in recent years. There are various categories of goods provided on online group buying websites, with the apparel category being one of the largest markets. Noticing that risk of purchasing affects consumer welfare significantly, this study investigates six consumer-perceived risks, namely: performance risk, financial risk, privacy risk, time risk, source risk, and psychological risk that customers may face when purchasing apparel through online group buying companies. From the statistical analysis of the data collected from an online questionnaire survey, this study reveals that respondents are most concerned about risks related to the performance, privacy, and time towards online group buying for apparel. The study also explores the relationship between individual perceived risks, influential factors, and risk-reducing methods. Based on the results, suggestions on enhancing online group purchasing are discussed.
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Chui, YH., Chow, PS., Choi, TM. (2014). Consumer Perceived Risks Towards Online Group Buying Service for Fashion Apparel Products. In: Choi, TM. (eds) Fashion Branding and Consumer Behaviors. International Series on Consumer Science. Springer, New York, NY. https://doi.org/10.1007/978-1-4939-0277-4_9
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DOI: https://doi.org/10.1007/978-1-4939-0277-4_9
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