Impact of Consumers' Risk Perceptions to Product Performance on Channel Usage Behavior in Relation to Online Apparel Shopping
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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Consumers’ information search and purchase intentions toward online versus offline stores may be influenced, depending upon their risk perception to product performance. Consumers’ channel usage behaviors, such as information search offline before purchase online, will be influenced by consumers’ risk perceptions to product performance. Little research has investigated how consumers’ risk perceptions to product performance–visual, tactile, and trial risks—relate to their channel use behavior—information search offline and purchase intention online—across multi-channels.