Type of Document Master's Thesis Author Kang, Keang-Young URN etd-03302010-020656 Title Perceived risk level on purchase decision making within product specific factors :a comparison between apparel retailers and customers Degree Master of Science Department Clothing and Textiles Advisory Committee
Advisor Name Title Holloman, Lillian O. Committee Chair Kincade, Doris H. Committee Member Sumichrast, Robert T. Committee Member Keywords
Date of Defense 1995-12-05 Availability restricted AbstractThe purpose of this study was to compare levels of perceived risk between apparel
retail buyers and customers to make a purchase decision of women's pantsuit within
product specific criteria. The comparison of product risk was identified as product
category risk (PCR), product specific risk (PSR), and acceptable risk to want to buy
(AR), acceptable risk to need more information (ARI). In this study, the second stage of
decision making process, information search and alternative evaluation, was focused on.
Structured-in-Person interview is used for retailers, and shopping mall survey was used
for customers. T -test was used to compare peR, PSR, AR and ARI upon decision
making tasks with twenty four hypothetical situations. Manaova was used for analyzing
the influence of decision factors: (a) four designs; (b) six information. There were no
difference with: (a) PSR, (b) ARI, (c) the interaction effect of PSR with decision, (d)
the interaction effect of brand, (e) the importance of decision criteria, and (f) the choice
of best design and best information card. There were difference with: (a) PCR, (b) AR,
(c) decision frequency, (d) the interaction effect of PSR with design and information
card, (e) the information source, (f) the choice of best item, and (g) the decision rule.
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