A Research on the Attitude Building of Fashion Consumer on the Internet Shopping

-Focused on the comparison of the consumers between Japan and Korea-

Abstract

This study suggests a model of Attitude Building on Internet Apparel Shopping for the development that extracted 4 factors of the perceived risks (Sensitivity Apparel Risk, Experience Apparel Risk, Thansaction Risk, and Decision Ability Risk) on the Internet Apparel Shopping from a priority research's result. In the model, attitudes on the Internet Apparel Shopping are explained by 4 risks and Clothing Involvement, Oriented Information, Purchasing Ability of the Internet Shopping. And these 7 independent variables have relations with each other. The empirlcal results show that Sensibility Apparel Risk contains risk elements such as self-image or aesthetic sense which have the worst effect on favorable Attitude Building. Also, Oriented Information and Purchasing Ability are important constituents for favorable Attitude Building on the Internet Apparel Shopping in both Japan and Korea. However, consumers of both countries also show different results, that high Clothing InvoIvement consumers have favorable attitudes on Internet Apparel Shopping in Korea. On the other hand, Clothing InvoIvement has no relative favorable Attitude on the Internet Apparel Shopping in Japan. That is to identify, that although Japan and Korea have similar qualities of consumer behavior, there are some points of difference according to Japan and Korea's different cultural backgrounds and distribution environment.