perceived risk and mail order shopping for apparel

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1、JournalofConsumerStudiesandHomeEconomics(1993)17,377-389.PerceivedriskandmailordershoppingforapparelLINDASIMPSON*ANDHILDABUCKLEYLAKNERT*SchoolofHomeEconomics,EasternIllinoisUniversityand?DivisionofConsumerSciences,UniversityofIllinois,U.S.A.Thepurposeofthisstudywastoexploretherelationshipbetween

2、perceivedriskregard-ingapparelselectionandmailordershopping.One-hundredandtwoadultwomenfromamedium-sizedmidwestemcityintheU.S.A.participatedinatelephonesurvey.Factoranalysisuncoveredfourdistincttypesofriskassociatedwithmailordershop-ping:economic,pe$ormance-related,physicalandsociallpsychologica

3、l.Multivariateandunivariateanalysesrevealedthateconomicriskwastheonlyriskthatwassignifi-cantlydiflerentfromothercategoriesofrisk.AScheffkposthoccomparisonindicatedthateconomicriskwashigherforrespondentswhowerenon-orinfrequentmailordershoppersthanforfrequentmailordershoppers.Theseresultscontribut

4、etothelitera-tureonmailordershoppingbyisolatingtheproductcategoryofapparel.Theresultscanaidcatalogueandotherdirectmarketingcompaniesbysuggestingthattheyfocusonalleviatingeconomiclossesoffutureclients,therebymakingiteasierforconsumerstocapitalizeontheconveniencefeaturesofthispatronagemode.Introdu

5、ctionDirectmarketingornon-storeshoppinghasbecomeapopularretailpatronagemodeintheU.S.A.duringthelasttwodecadesofthetwentiethcentury.In1982,forexample,directmarketingtotalled$20.1billionintheU.S.A.andmedboyswearandwomedgirlswear(exceptfootwear)accountedforalittleover$2billion.’In1987,thelevelofgoo

6、dspurchasedvianon-storeshoppinggrewto$20.3billionwithmenhoyswearandwomedgirlswear(exceptfootwear)totallingalmost$5billion,morethandoublingthe1982figureinthisparticularproductcat-egory.*Directmarketing,whichincludestelephoneshopping,door-to-doorsales,interactivevideo,aswellascatalogueshopping,ise

7、xpectedtocontinuetogrowinpopularityintothefutureduetolifestylechangesintheconsumerandtechnologi-caladvancesincomm~nication.~-~Despitethephenomenalgrowthofdirectmarketing,someconsumersarehesi-tanttoacceptmailordershoppingsinc