Consumers’ Virtual Product Experiences and Risk Perceptions of Product Performance in
the Online Co-Design Practice: A Case of NIKEiD
Consumers tend to perceive product performance risk—the uncertainty and consequences of a product not functioning at some expected level— about visual, tactile, and trial attributes of apparel products such as style, fabric, color, touch, weight, fit, or comfort in apparel shopping (Yu, Lee, & Damhorst, 2012). Online consumers might perceive higher levels of visual, tactile, and trial risks of product performance, based on the evaluation of product attributes through virtual product experience (Yu et al., 2012). In particular, mass customized apparel or footwear could engender a greater risk of product performance.