2019 年 9 巻 1 号 p. 1-17
This study aims to clarify the risks and anxiety perceived by online apparel consumers and identify a framework for perceived risks. We compare clothing sensitivity risk between Japan and China. In order to compare structures for perceived risk in online apparel shopping and the reactions of Japanese and Chinese consumers to perceived risk, we use Uniqlo’s online shopping stores for case study. From the 16 concerns, we divide the seven that are related to clothing sensitivity derived from the cluster analysis into two groups. Online shoppers must base their purchasing decisions on photographs/images of the products on the screen and product information without the full use of their sense of sight or touch. While there is homogeneity in terms of the perceived risk associated with online shopping of apparel between Japan and China, we confirm differences based on cultural backgrounds and distribution environments.