Motives in Online Shopping through Digital Platforms in Textile: Risk Perception and Purchase Intention

被引：1

作者：

Turhan, Gulden ^{[1
]}

机构：

[1] Marmara Univ, Fac Technol, Istanbul, Turkey

来源：

FIBRES & TEXTILES IN EASTERN EUROPE | 2022年 / 30卷 / 05期

关键词：

online shopping motives; digital platforms; textile; risk perception; purchase intention; MOTIVATION;

D O I：

10.2478/ftee-2022-0038

中图分类号：

TB3 [工程材料学]; TS1 [纺织工业、染整工业];

学科分类号：

0805 ; 080502 ; 0821 ;

摘要：

This study aims to provide a great deal of insight into how risk perception and purchase intention differ for the consumer with different online shopping motives. Data were collected through a questionnaire with 359 voluntary consumers aged 18-28 living in Istanbul. 14 motives leading them to online shopping through digital platforms for textile products were defined with the focus group technique. First, clustering analysis was conducted to define consumers according to the guiding motives in online shopping. Next, whether the consumer segments identified by these motives have different levels of risk perception and purchase intention was investigated via ANOVA analysis.

引用

页码：1 / 7

页数：7

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