Cited by 348Technology Adoption and User BehaviourConsumer Behavior and Marketing InfluenceConsumer Retail Behavior Studies

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Effect of brand familiarity, experience and information on online apparel purchase

Park, Jihye, Stoel, Leslie·2005·International Journal of Retail & Distribution Management

DOI 10.1108/09590550510581476

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Abstract

Purpose: The purpose of this study is to examine the effect of brand familiarity, the number of pieces of product information presented on a web site, and previous online apparel shopping experience on perceived risk and purchase intention. Design/methodology/approach: The experiment was 2 (brand familiarity)×2 (information availability) factorial design and 166 students participated in this study. Findings: Multivariate and univariate analyses found a significant effect of brand familiarity and previous experience on perceived risk and purchase intention, and no effect of amount of information on perceived risk and purchase intention. Research limitations/implications: Participants may not have carefully considered the product information because the experiment was not an actual purchase situation, although a scenario was given. In future studies, creating an actual purchase situation may be necessary to investigate the effect of the amount of information available on the web sites on perceived risk and decision making. Practical implications: The present study suggests that internet retailers should capitalize on the power of their brand names. Multi‐channel retailers may be able to derive significant advantages from brand familiarity among their customers. Orginality/value: This study has added to the in‐home shopping literature by extending findings of previous research to internet shopping. Findings suggest that internal information, specifically familiarity with brands offered online and previous experience of shopping online, influence perceptions of risk associated with shopping online, as well as intentions to purchase online.

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“The arbitrary decision makers were likely to possess higher levels of knowledge about the travel destination and online booking experiences than the standard decision makers and the comprehensive decision makers in the same lines with Park and Stoel (2005).”
Background
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“Resources from external searches are also available from reference groups (e.g., friends, experts) and/or other marketplaces (e.g., product descriptions, sales performance) [47].”
Background
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“Given the higher risk and uncertainty of online purchases, past purchase experience could help reduce the uncertainty and perceived risk of the product, and consumers’ purchase intention (Jihye & Leslie, 2005; Shim & Drake, 1990).”
Background
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“We also included several variables in our model to control for possible confounds (e.g. Christodoulides et al. 2013; Dao et al. 2014; Park and Stoel 2005), including education, income, Facebook use and previous experience with the brand.”
Method
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Background
Rural Consumers' Online Shopping for Food and Fiber Products as a Form of Outshopping
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“Keywords: rural consumers, online shopping, clothing shopping, outshopping, satisfaction 3 4 Le n n o n e t a L. i n Cl o th i ng & te x t i l e s Re s e aR C h Jou R na l 27 (2009) Shifting demographic trends reveal increasing numbers of rural elderly with disabilities (DePoy & Gilson, 2003), a…”
Background
Saw It on Facebook, Drank It at the Bar! Effects of Exposure to Facebook Alcohol Ads on Alcohol-Related Behaviors
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Fashion marketing
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Information components of apparel retail web sites: task relevance approach
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Successful SME web design through consumer focus groups
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“Website content is important especially for reducing perceived risk and eliminating barriers to purchase ( Park and Stoel, 2005”
Background
A systematic review of consumer information search in online and offline environments
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“…2001) Consumers with higher previous internet experience will use online sources for information search and purchase when compared to others (Park & Stoel, 2005) Presence of experience simulation and prior experiences increases the time spent on a website (Huang et al., 2009) Internet…”
Background
Antecedents of Global Brand Purchase Likelihood: Exploring the Mediating Effect of Quality, Prestige and Familiarity
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“Park and Stoel (2005) indicate that one of the strategies used to decrease perceived risk and to increase purchase intention is to promote brand familiarity.”
Background

Authors: Park, J., & Stoel, L.
Affiliations: Iowa State University (US)
The Ohio State University (US)
ORCID: Park, Jihye
Venue: International Journal of Retail & Distribution Management
Publisher: Emerald
Published: 2005-02-01
Volume: 33
Issue: 2
Pages: 148-160
ISSN: 0959-0552 (ISSN-L)
DOI: 10.1108/09590550510581476
OpenAlex: W2061503235
Cited by: 348
References: 31
Citations by year: 2026: 6 · 2025: 13 · 2024: 15 · 2023: 15 · 2022: 21 · 2021: 25 · 2020: 16 · 2019: 24 · 2018: 22 · 2017: 12 · 2016: 18 · 2015: 22 · 2014: 22 · 2013: 21 · 2012: 14
FWCI: 21.03
Type: journal article
Language: en
Open access: closed
Licence: www.emerald.com/insight/site-policies (tdm)
Locations: International Journal of Retail & Distribution Management (publishedVersion)
Topics: Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
Keywords: brand familiarity, online clothing shopping, risk perception, purchase intention, online shopping experience, internet retailers, purchase decision

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Effect of brand familiarity, experience and information on online apparel purchase

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