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Drawing on marketing and psychometric paradigms, the purpose of this study was to investigate the differences in risk perception in online shopping between apparel and non-apparel internet buyers among Saudi consumers. A web-based survey was conducted to measure consumers’ perception of the six types of risk associated with both, apparel and non-apparel online shopping. Three hundred and nineteen responses were collected. Results showed significant differences in two risk dimensions between apparel internet buyers and non-apparel or (other products) buyers. Specifically, psychological and privacy risks are perceived higher for non-apparel buyers. Moreover, non-apparel internet buyers have higher aggregate degree of perceived risk towards apparel internet shopping.
MOUDI ALMOUSA. (2019) Differences in Perceived Risk between Apparel Buyers and Non-buyers in Online Context, International Review of Management and Business Research, Volume 8, Issue 3.
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