Consumer Fashion Innovativeness, Perceived of Risk and

Intention to Buy in Online Shopping

Heriyana

1,2

, Jasman J. Ma’ruf

, Permana Honneyta. L.

, and Syafruddin Chan

Doctoral Student of Management, Faculty Economics and Business,

University of Syiah Kuala, Aceh, Indonesia

Faculty of Economics and Business, Department of Management, University of Malikussaleh,

Aceh, Indonesia

Faculty of Economics and Business, Department of Management, University of Syiah Kuala,

Aceh, Indonesia

Abstract. This article is a conceptual study that discusses how fashion

knowledge possessed by a consumer (cosumer fashion innovativeness) can influ-

ence consumers' buying intentions to shop online. In addition, with this

knowledge of fashion, consumers can minimize the risks that may occur when

making online purchases. Therefore, in the study of online shopping these two

variables are important variables to be identified, because they have an impact

on buying intentions in online shopping, especially for fashion products.

Keywords: Consumer fashion innovativeness ꞏ Perceived of risk ꞏ Purchase

intention ꞏ Online shopping

1 Introduction

Now who doesn't know the internet. Almost everyone knows and uses the internet. The

internet makes access to the outside world easier, so that diverse human needs can be

achieved with this media. This makes entrepreneurs also take advantage of this media

as an effective, inexpensive and fast distribution channel in marketing their products.

In a relatively short time e-commerce is growing rapidly and competition in e-com-

merce is also getting stronger, so producers (vendors) must prepare strategies to attract

customer buying interest. Various methods are used by vendors to attract customers to

buy customers, for example at discounted prices, free shipping and a payment system

that is done on the spot.

The presence of e-commerce makes it easy for customers to make purchases, be-

cause by visiting the intended site and finding the desired goods / services, besides that

through this media customers can easily find various information about products, com-

pare prices, see promotions, compare services between vendors and even to compare

the level of risk that might occur in vendors in the online media.

Website or vendor is the link between producers and customers in cyberspace [1].

However, because customers can only see the product in store outlets on the internet,

without being able to see or hold directly the product being sold, this will pose a risk

compared to traditional shopping. Internet purchases are more risky than traditional

purchases [2], because seeing and feeling the product before buying it is considered

Heriyana, ., Ma’ruf, J., L., P. and Chan, S.

Consumer Fashion Innovativeness, Perceived of Risk and Intention to Buy in Online Shopping.

DOI: 10.5220/0010435700002900

In Proceedings of the 20th Malaysia Indonesia International Conference on Economics, Management and Accounting (MIICEMA 2019), pages 459-462

ISBN: 978-989-758-582-1; ISSN: 2655-9064

459

important by customers to make purchasing decisions [3]. Risk is a construct that

measures beliefs of uncertainty about negative possibilities [4]. Usually to avoid risk,

customers are more interested in shopping at known vendors. Online shops (vendors)

such as: Shopping.com, Lazada, Zalora, Berrybenka, PinkEmma, Shopious, Be-

lowCepek, VIP PLAZA, Makoolin, are examples of vendors that are well known and

trusted by many customers.

Of all the products that are marketed in online media, fashion products are among

the products that are sought after. Fashion products include clothing, shoes, bags, ac-

cessories and so on. This fashion product continues to grow with the flow of moderni-

zation or the development of the era. This development makes the community selective

in determining their lifestyle. Lifestyle is closely related to fashion, because with fash-

ion will support one's appearance to be more attractive and fashionable. In order to look

trendy some people are willing to spend money to buy the latest fashion. Customers

who are happy with good and trendy products are not too price sensitive and are willing

to buy at high prices. Consumers are price conscious, and they are not shy about shop-

ping and looking for the best value [5].

2 Literature Review

2.1 Consumer Fashion Innovativeness

Consumer fashion Innovativeness is the tendency to get and be the first to use the latest

designs [6], they tend to buy new products that are fashionable earlier than other con-

sumers [7] [8] [9]. Fashion innovators have knowledge of fashion and tend to be very

involved with new modes [10]. [11] Fashion innovation is one of the most important

factors influencing the buying behavior of Chinese customers. Chinese consumers seem

to pay more attention to luxury brands that are easily recognized by people to show

their social status and thus brand awareness has an important effect on Chinese con-

sumers' attitudes towards purchasing luxury goods [12]. It is possible that companies

can benefit from actions that increase innovation [6]. To offer products that are desired

by the market, it is very important for fashion retailers to understand what consumers

want [13].

2.2 Perceived of Risk

Risk is a very important construct that consumers must consider before making a pur-

chase decision. Perceived risk is considered a customer's subjective beliefs about the

possible negative consequences of their purchasing decisions [14]. The perceived risk

is also defined as the uncertainty experienced by customers when they cannot predict

the outcome of a purchasing decision in the context of online shopping [15]. Perceived

risk refers to several types, namely: financial risk, product performance, social, psy-

chological, physical risk and the time when consumers make online transactions [16].

MIICEMA 2019 - Malaysia Indonesia International Conference on Economics Management and Accounting

460

2.3 Purchase Intention

In the business world, buying interest in an item or service is a very important factor

for a company, because the consumer's decision to buy a product or service starts from

the interest of the consumer and the interest arises because of the positive stimulus that

gives motivation to the consumer to buy the product or service. services in the future.

Purchase Intention is defined as a construct that gives the strength of the customer's

intention to buy online [17]. High consumer buying interest will encourage consumers

to buy products, on the other hand if consumers' low buying interest means consumers

are less interested in the products being marketed.

References

1. Chen, S.C. and Dhillon, G.S. “Interpreting dimensions of consumer trust in ecommerce”,

Information Technology and Management, Vol. 4 Nos 2-3, pp. 303-18. (2003)

2. Bobbitt, L.M. and Dabholkar, P.A. “Integrating attitudinal theories to understand and pre-

dict use of technology-based self-service: the internet as an illustration”. International

Journal of Service Industry Management, Vol. 12 No. 5, pp. 423-450 (2001)

3. Thakur,R and Srivastava,M. "A study on the impact of consumer risk perception and in-

novativeness on online shopping in India", International Journal of Retail & Distribution

Management, Vol. 43 Iss 2 pp. 148 - 166 (2015).

4. Featherman, M.S. and Pavlou, P.A. “Predicting e-services adoption: a perceived risk fac-

ets perspective”, International Journal of Human-Computer Studies, Vol. 59 No. 4, pp.

451-474 (2003)

5. Puddick, M., & Menon, P. “Contemporary lustre. In G. Atwal, & S. Jain (Eds.), The lux-

ury market in India: Maharajas to masses (pp. 48–68). New York, NY: Palgrave Macmil-

lan (2012).

6. Jurgensen,K., & Guesalaga,R.. “Young Consumers’ innovativeness in apparel choices :

A model Incluiding Consumer Self-confidence”, International Journal of Consumer Stud-

ies, 42 (2), 225-263(2018)

7. Quigley, Jr. C. J., & Notarantonio, E. M. “A cross-cultural comparison of United States

and Austrian fashion consumers”. Journal of Euromarketing, 18, 233–244. (2009).

8. Midgley, D., & Dowling, G. R. “Innovativeness: The concept and its measurement”. Jour-

nal of Consumer Research; 4, 229-242. (1978).

9. Tellis, G. J., Yin, E., & Bell, S. “Global consumer innovativeness: Cross-country differ-

ences and demographic commonalities”. Journal of International Marketing, 17(2) (2009).

10. Muzinich, N., Pecotich, A., Putrevu, S. “A model of the antecedents and consequents of

female fashion innovativeness”. Journal of Retailing and Consumer Services 10 (5), 297–

310 (2003)

11. Park, H-J., Burns, L.D., Rabolt, N.J. “Fashion innovativeness, materialism, and attitude

toward purchasing foreign fashion goods online across national borders: the moderating

effect of internet innovativeness”. Journal of Fashion Marketing and Management 11 (2),

201–214(2007)

12. Zhang, B, Kim, J-H. “Luxury fashion consumption in China: Factors affecting attitude

and purchase intent”, Journal of Retailing and Consumer Services 20, 68-79 (2013)

13. Rahman, O., & Kharb, D. “Fashion innovativeness in India: shopping behaviour, clothing

evaluation and fashion information sources”, International Journal of Fashion Design,

Technology and Education. (2018)

Consumer Fashion Innovativeness, Perceived of Risk and Intention to Buy in Online Shopping

461

14. Nasser, M, A., Yusoff, R,Z., Islam,R. and Nasser, A,A. “Relationship Among E-Service

Quality, Culture, Attitude, Trust, Risk of Online Shopping”, Journal of Social Sciences

10 (3): 123-142, (2014)

15. Chellappa, R., Roy-Chowdhury, A. K., & Zhou, S. K. “Recognition of Humans and Their

Activities Using Video. Synthesis Lectures on Image, Video, and Multimedia Pro-

cessing”, 1(1), 1–173 (2005)

16. Boksberger, P.E., Bieger, T. and Laesser, C., “Multidimensional analysis of perceived

risk in commercial air travel”, Journal of Air Transport Management, Vol. 13 No. 2, pp.

90-6. (2007)

17. Salisbury, W.D., Pearson, R.A., Pearson, A.W. and Miller, D.W., “Perceived security and

worldwide web purchase intention”, Industrial Management & Data Systems, Vol. 101

No. 4, pp. 165-77. (2001)

MIICEMA 2019 - Malaysia Indonesia International Conference on Economics Management and Accounting

462