Shop at your own risk? Consumer activities in fashion e‐commerce

Abstract

An important aspect of fashion e‐commerce is the emergence of new types of consumer behaviours that occur online. These behaviours are diverse and include searching for, comparing, ordering and returning fashion items. They are driven by various motivations, characterised by different types of perceived risks and objectives, and carried out through different consumer activities. Thus, the purpose of this study is to identify and analyse consumer activities with an objective of managing the risk associated with fashion e‐commerce. This qualitative study identifies and discusses 12 risk management activities that consumers employ in fashion e‐commerce. These activities involve consumers searching for information and codes, making comparisons, adjusting their orders and delaying purchases. The activities vary in terms of their direction (product vs. process) and the type of risk being managed (economic vs. functional). The study extends the current understanding towards viewing fashion consumption behaviour as a combination of various consumer activities. The study further incorporates these activities into a tentative framework that helps illuminate the kinds of risk management activities consumers may employ. The activities identified in this study, along with the proposed categorisation, provide a framework for managers to consider in segmentation, web store design and the development of marketing communications. On a more general level, the study shifts the focus from how consumers perceive risk to how empowered consumers actively manage the risk in various ways.

Application of Shopping Bag to Consumer Green Purchase Behavior Through Green Trust, and Green Perceived Value

“…The dimensions of green perceived value, namely, Emotional Value, environmental benefits, quality / performance value, price / value of money [11]- [15]. Consumer behavior as the study of purchasing units and exchange processes involving acquisition, consumption, goods, services, experiences and ideas [16], [17]. Consumer behavior is all activities, actions, and psychological processes that encourage these actions at the time before buying, when buying, using, consuming products and services after doing the things mentioned above or evaluating activities [18], [19].…”

Purchasing in the digital age: A meta-analytical perspective on trust, risk, security, and e-WOM in e-commerce

“…However, it also entails a fair share of perceived hazards that can significantly impact their purchase decisions. The idea of risk in e-commerce encompasses a wide range of consumer concerns, such as financial loss, privacy breaches, and non-delivery of goods and services [ 27 , 28 ]. These risks can be classified into several categories: financial risk, product risk, service risk, psychological risk, and privacy risk [ 29 , 30 ].…”

The Important Role of E-Commerce in Forming Community Financial Literacy

“…Then, research seeks to make observations regarding important aspects of fashion e-commerce, starting with the emergence of new types of consumer behavior that occur online (Sutinen et al, 2021). These behaviors are diverse and include searching, comparing, ordering, and returning fashion items.…”