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Perceived Risk on the Influence of the Titer and Frequency of Word of Mouth in Clothing Online Shopping

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Tutor: ZhaoPing
School: Beijing Institute of Clothing Technology
Course: Fashion Design and Engineering
Keywords: perceived risk,clothing,online shopping,reputation titer,word of mouth attention
CLC: F713.36;F407.86
Type: Master's thesis
Year:  2010
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Through word of mouth, Internet word of mouth, perceived risk, purchase decision-making theories based on the consolidation literature, combined with the characteristics of the apparel industry to build a network of referrals and the relationship between the consumer model of perceived risk, and underlying assumptions made. Using 3¡Á3 factorial design experimental method to test the online shopping environment, word of mouth information valence (positive word of mouth, neutral and negative word of mouth word of mouth), and word of mouth frequency (the number of high-frequency, medium frequency and low frequency number) and the perceived risk of consumers relations, verify the network of information valence and word of mouth word of mouth network of consumer online shopping frequency on all dimensions of perceived risk. The following conclusions:(1) word of mouth information network and the overall perceived risk titer. negative correlation; (2) network reputation information dimensions of potency and product risks, services, share the risk dimensions and risk of false negative correlation dimension; (3) Network frequency reputation and the dimension of the overall perception of risk had no significant effect (4) the number of different network share and the professional background of the consumers when the perceived risk in online shopping are different.
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