Table Of ContentAN ABSTRACT OF THE DISSERTATION OF
Mi-Jung Kim for the degree of Doctor of Philosophy in Design and Human Environment
presented on December 20, 2007.
Title: Consumer Perceptions of Apparel Products in Internet Shopping.
Abstract approved: fgfgfgfgffgfgffgfgfgfgffgfgfgfgfgfgfgfgfgfgfgfgfgfgfgfgfgfgfgfgfgfg
Leslie Davis Burns Hsiou-Lien Chen
The purpose of the present study was to determine consumer perceptions of apparel products
in Internet shopping. According to the existing literature, four categories of perceptions play
primary roles for apparel shopping consumer decisions: apparel appearance, apparel comfort,
fabric characteristics, and apparel fit. The present study aimed to observe how consumers
examine apparel products and focused on the role of consumers’ apparel product perceptions in
making their purchase decisions within an Internet shopping environment.
Research methods resulting in qualitative data were utilized to observe how consumers
navigate Web sites and search for the information needed to make purchase decisions.
Participants were asked to access their favorite apparel Web site and go through their decision
making process for selecting one apparel item to purchase. Observations were made regarding
navigation patterns. Participants were also asked about specific product perceptions. Interviews
were conducted with 26 female participants and lasted from 30 minutes to 1 hour. All interviews
were audio-recorded and transcribed. Emergent themes from the interviews were identified and
factors related to consumers’ decision making processes were outlined.
The results of the study showed how participants shopped for apparel products on the Web
site using certain information. First, participants mentioned both positive and negative
perceptions with Internet apparel shopping in general. Second, participants preferred certain Web
sites based on their Internet shopping motivations. Third, based on Web site navigational patterns,
five types of Internet apparel shoppers were identified: category shopper, bargain shopper, trend
seeker, brand shopper, and visual shopper. Fourth, perceptions of apparel product value and
quality were based on specific perceptions of image, comfort, fabric characteristics, and fit. The
factors in each of these categories were examined and evaluated in relation to their importance in
consumers’ purchase decisions. Lastly, additional factors were used by participants in Internet
apparel shopping decision making including: price, country of origin, shipping and handling fees,
and return policies.
The results of this study further our understanding of consumer behavior of the apparel
products in the Internet environment and can provide needed information to Internet apparel
retailers as they strive to create effective and useful Internet shopping environments.
©Copyright by Mi-Jung Kim
December 20, 2007
All Right Reserved
Consumer Perceptions of Apparel Products in Internet Shopping
by
Mi-Jung Kim
A DISSERTATION
Submitted to
Oregon State University
in partial fulfillment of
the requirements for the
degree of
Doctor of Philosophy
Presented December 20, 2007
Commencement June 2008
Doctor of Philosophy dissertation of Mi-Jung Kim presented on December 20, 2007
APPROVED:
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Co-Major Professor, representing Design and Human Environment
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Co-Major Professor, representing Design and Human Environment
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Chair of the Department of Design and Human Environment
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Dean of the Graduate School
I understand that my dissertation will become part of the permanent collection of Oregon State
University libraries. My signature below authorizes release of my dissertation to any reader upon
request.
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Mi-Jung Kim, Author
ACKNOWLEDGEMENTS
To complete this dissertation, I have taken grateful support from many others.
First of all, I would like to express my deepest gratitude to my major professor, Dr. Leslie D.
Burns. In my doctoral studies, her attentive guidance and constant support helped me to be
encouraged and finish my degree. I sincerely respect her as a great scholar and admire her noble
personality.
I also would like to extend my gratitude to Dr. Hsiou-Lien Chen, my co-major professor.
She has been helpful and supportive through my graduate studies. My earnest appreciation goes
to her. I would also like to thank to Dr. Mei Lien, my first minor professor in Psychology, Dr.
James McAlexander, my second minor professor in Business Administration, and Dr. Mina
Ossiander, my Graduate Council Representative, for their time, assistance, and supportive
feedback for my research.
My special thanks go to my best friend Min Ju, who always helps to keep my chin up with
her warm-heartedness. I have always pleasant to talk to my friends, Sarah, Annette, and Joan.
Many thanks go to my Korean friends, Department of Design and Human Environment faculty,
graduate students, and undergraduate students who helped me with my dissertation research here
in Corvallis.
I also want to acknowledge things that helped me to keep in a stress “free zone.” I would like
to thank them: Korean TV program ‘Mu-Han-Do-Jeon’ (Infinite Challenge) with 6 hilarious guys
and Novelist Park, Kyung Ri, the writer of the series ‘Toji’ (The Land) which has always been on
my bed table for me to read before I go to sleep. Also, my unforgettable trips and good films
helped me stay refresh and focus throughout school. Another thing that I liked is ‘Cyworld.com’
which is a useful Web site to be able to see my family and friends’ pictures and their lives in
Korea. Lastly, I’ve been enjoying writing my novels, scenarios, and scripts which fulfilled my joy
of writing, and though they are all in the middle of the work, hopefully, someday they can be
finished and be ready to be published and played.
As always, especially for this time, I have to express my deepest appreciation to my parents,
who are always by my side supporting me with both tangible and intangible things. I must
acknowledge that, without their support and love, I could not have succeeded. This is why from
the bottom of my heart I love and thank them. I also want to thank my siblings Ki Hoon and
Sunny for their consistent listening, encouragement, and fraternal love. I dedicate this work to my
family for always being my heart and in my world.
TABLE OF CONTENTS
CHAPTER Page
I. Introduction……………………………………………………………………………........ 1
Statement of Problems……………………………………………………….............. 5
Statement of Purpose………………………………………………………………..... 5
Objectives of the Study………………………………………………………………. 6
Definitions of Variables……………………………………………………………… 6
Conceptual Approach………………………………………………………………… 8
II. Review of Literature ……………………………………………………………...………. 9
Apparel Consumer Behavior………………………………………………….……… 9
Consumer Behavior Models…………………………………………………. 9
Mediating Variables in Apparel Shopping…………………………………... 13
Purchase Decision…………………………………………………………… 14
Apparel Market System………………………………………………………………. 16
Proposed Model of the Apparel Market System……….……………………. 16
Apparel Product Development………………………………………………. 21
Retailing Environments…………………………………………………….... 23
Market Condition Analysis………………………………………………….. 26
Internet Apparel Shopping……………………………………………………………. 28
Shopper Characteristics……………………………………………………… 28
Internet Apparel Shopping Behavior……………………………………….... 29
Web Site Characteristics ………………………………………….... 30
Perceived Risk……………………………………………………… 32
Information Search Behavior……………………………………….. 33
Apparel Product Perceptions through Web Sites……………………………. 34
Apparel Appearance………………………………………………... 35
Apparel Comfort…………………………………………………….. 36
Fabric Characteristics………………………………………………. 37
Apparel Fit………………………………………………………….. 37
III. Method…………………………………………………………………………………. 39
Interview Questionnaire Development………………………………………............... 39
TABLE OF CONTENTS (Continued)
CHAPTER Page
Interview Procedure………………………………………………………………….. 41
Pretest………………………………………………………………………………… 42
Sample……………………………………………………………………………….. 42
Data Collection………………………………………………………………………. 43
Data Analysis………………………………………………………………………… 44
IV. Results………………………………………………………………………………… 45
Descriptive Data Analysis……………………………………………….................... 45
Sample………………………………………………………………………. 45
Age, Internet Use, and Internet Shopping Experience....................... 46
Characteristics of Web Sites Visited………………………………………... 46
Apparel Web Sites Visited…………………………………………. 46
Characteristics of Apparel Web Sites Visited …….….……………. 48
Characteristics of the Apparel Products “Purchased”……………………… 49
Internet Apparel Shopping Interviews………………………………………………. 51
General Perception of Internet Apparel Shopping………………………….. 54
The Benefits of Internet Apparel Shopping……………………….. 54
The Risk Factors of Internet Apparel Shopping…………………… 57
The Motivation of Internet Apparel Shopping……………………………… 62
Selection of the Web Site…………………………………………………… 64
Web Site Preference: Brand and Product Focused………………… 64
Web Site Preference: Usability and Reliability Focused………….. 66
Perception of Apparel Products….….……………………………………… 70
Navigational Patterns………………………………………………. 70
The Factors Used in Making A Purchase Decision………………… 75
More In-Depth Questions about Product Perceptions…………………......... 78
Apparel Product Image Perception………………………………….. 79
Apparel Product Comfort Perception……………………………….. 82
Description:AN ABSTRACT OF THE DISSERTATION OF Mi-Jung Kim for the degree of Doctor of Philosophy in Design and Human Environment presented on December 20, 2007 .
