JAPANESE JOURNAL OF CLOTHING RESEARCH

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It is important for apparel retailer to develop the physical store, merging the online store in the digital environment and to understand reverse showroomer’s purchasing feeling. The purpose of this study is to investigate about the factor of reverse showroomer’s purchasing satisfaction for apparel products in the physical store. Regarding reverse showroomer’s purchasing feeling, it is referred on the basis of reduction of perceived risk and the life style orientation. Using a sample of 944 responses (20’s-50’s men and women) including reverse showroomer, which were obtained via web-based survey to investigate consumer’s behavior for apparel products. The research model was tested using the analysis of covariance structures. The empirical investigation shows that the satisfaction with reduction of perceived risk, for reverse showroomer, is referred to as the primary factor of purchasing satisfaction for apparel products in the physical store. This study suggests the implication for marketing activities of the apparel retailers and a direction for the future research.

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