A study of DtoC and live commerce for apparel

-The empirical investigation about the reduction of perceived risk through live commerce-

Abstract

　The purpose of this paper is to research the reduction of perceived risk through live commerce．This paper investigate the consumer behavior for apparel using live commerce．The empirical investigation shows the reduction of perceived risk about product quality is likely to have an influence on the buying orientation． This study suggests the implication for marketing of DtoC (Direct to Consumer) and a direction for the future research．