Effect of brand familiarity, experience and information on online apparel purchase

Effect of brand familiarity, experience and information on online apparel purchase Purpose – The purpose of this study is to examine the effect of brand familiarity, the number of pieces of product information presented on a web site, and previous online apparel shopping experience on perceived risk and purchase intention. Design/methodology/approach – The experiment was 2 (brand familiarity)×2 (information availability) factorial design and 166 students participated in this study. Findings – Multivariate and univariate analyses found a significant effect of brand familiarity and previous experience on perceived risk and purchase intention, and no effect of amount of information on perceived risk and purchase intention. Research limitations/implications – Participants may not have carefully considered the product information because the experiment was not an actual purchase situation, although a scenario was given. In future studies, creating an actual purchase situation may be necessary to investigate the effect of the amount of information available on the web sites on perceived risk and decision making. Practical implications – The present study suggests that internet retailers should capitalize on the power of their brand names. Multi‐channel retailers may be able to derive significant advantages from brand familiarity among their customers. Orginality/value – This study has added to the in‐home shopping literature by extending findings of previous research to internet shopping. Findings suggest that internal information, specifically familiarity with brands offered online and previous experience of shopping online, influence perceptions of risk associated with shopping online, as well as intentions to purchase online. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

Effect of brand familiarity, experience and information on online apparel purchase

Loading next page...
 
/lp/emerald-publishing/effect-of-brand-familiarity-experience-and-information-on-online-2vx6NHYswY
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this study is to examine the effect of brand familiarity, the number of pieces of product information presented on a web site, and previous online apparel shopping experience on perceived risk and purchase intention. Design/methodology/approach – The experiment was 2 (brand familiarity)×2 (information availability) factorial design and 166 students participated in this study. Findings – Multivariate and univariate analyses found a significant effect of brand familiarity and previous experience on perceived risk and purchase intention, and no effect of amount of information on perceived risk and purchase intention. Research limitations/implications – Participants may not have carefully considered the product information because the experiment was not an actual purchase situation, although a scenario was given. In future studies, creating an actual purchase situation may be necessary to investigate the effect of the amount of information available on the web sites on perceived risk and decision making. Practical implications – The present study suggests that internet retailers should capitalize on the power of their brand names. Multi‐channel retailers may be able to derive significant advantages from brand familiarity among their customers. Orginality/value – This study has added to the in‐home shopping literature by extending findings of previous research to internet shopping. Findings suggest that internal information, specifically familiarity with brands offered online and previous experience of shopping online, influence perceptions of risk associated with shopping online, as well as intentions to purchase online.

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: Feb 1, 2005

Keywords: Brand awareness; Information; Internet; Shopping; Risk management; Purchasing

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off