THE INFLUENCE OF PERCEIVED RISKS ON ONLINE SHOPPING BEHAVIOR IN CLOTHING INDUSTRY IN HANGZHOU, CHINA

Abstract

Nowadays, the online shopping is becoming more common with the increased in the transaction value, as well as the time consumed from surfing the internet. In fact, online purchase is a process of buying a product or service through the internet. Hangzhou province has the characteristics of rapid transportation and information transmission, the consumers of Hangzhou for online shopping clothing products account for a big part of China. Therefor the purpose of this research is to identify the factors which affect the online purchase behaviors for online fashion store.

This research began with the review on the purpose of the research and the foundation for the research, and then the problem statement been described, the research objective, and the research questions then be used as a guide in this research. Finally, research framework and hypothesis would discuss at the end of the research. The data collection had been conducted through online questionnaire and 200 respondents had been acquired with the snowball sampling method and then further analyzed with SPSS. From the research findings, the quality risk, delivery risk and after sales services risk have the significant influence with online shopping behavior.