Title page for ETD etd-03302010-020656

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
  • consumers
Date of Defense 1995-12-05
Availability restricted
The 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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