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Journal of the Korean Home Economics Association 1988;26(1):21-31.
논문편 : 옷감 구매행동에 있어서 지각된 위험 ( Perceived Risk ) 의 역할에 관한 연구
남상우
중앙대학교 사범대학 가정교육학과
A Study on the Relationships between Purchasing Behavior of Textile and Perceived Risk.
남상우
ABSTRACT
The main problem of consumer behavior is choice since the outcome of me of a choice can only be known in the future, consumers are forced to deal with the risks of undcertainty. So, perception of risk is pivotal aspect of consumer behavior. This study was designed to investigate the relationships between purchasing behavior of textile and perceived risk. Data were obtained from 276 housewives. ANOVA, x2-test were employed to analyse the data. The result were : 1. general features of textile purchase behavior are as follows. Blend wools and pure wool products are prefered. Fall is the major season in purchasing textile. Wholesalers, department stores and agent stores are prefered. Purchasing decision making process independent upon not only textile itself but the practice value of the textile. Purchasing textile, married young women depend on outward shape of the textile, middle and old aged groups depend on the economic value of the textile and the credibility of the stores. 2. Perception of risk is relatively high in the preference of store, color/design, and psycological uncertainty. But the perceived risks is relatively low in brand, price and social credibility. 3. There is significant relationship between the recognition rate of risk and the sensitiveness of the consumer. In addition, there are strong relationship between the risk rate and the preference of shop, brand, and price. On the other hand, there are no significant relationship between the color, design, and sociopsyco-logical risk and demographic variables. 4. The perceived risk of consumer would be a key stone to grasp the consumer behavior. The product company needs to provide full information which could reduce the perceived risk of consumer. there attitude would help for the mutual interests. In the future research, we need to develop the precise methods for finding variables on the perceived risk during the process of making purchase intention.
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