A study of the relation between the reduction of perceived risk and the buying satisfaction for the multichannel shoppers in Thailand

Abstract

The purpose of this paper is to research the relation between the reduction of perceived risk and the buying satisfaction for the multichannel shoppers in Thailand. This paper investigate the multichannel shoppers’s searching information activities and the buying behavior for apparel products via web-based survey in Japan and in Thailand. The empirical investigation shows the reduction of perceived risk about size is likely to have an influence on the buying satisfaction for Thailand women consumers in the physical store and about exhibitionism is likely to have an influence on the buying satisfaction in the online store. This study suggests the implication for marketing of the apparel retailers in Thailand and a direction for the future research.