The DOI matches its Crossref record; 29 of the 31 references it cites were found in a registry or an index.
Effect of brand familiarity, experience and information on online apparel purchase
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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“For instance, brand familiarity reduces perceived risk in consumer purchases of online clothes [53] and intimate purchases [54].”
From Consumer Responses to Generative AI Chatbots Versus Search Engines for Product Evaluation (2025) · cites this paper as [53]
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“0.79 0.68 Brand Trust (BT) Cronbach’s α = 0.806, , CR = 0.81 and AVE = 0.52 Adapted from: Chen-Yu et al. (2016); Park and Stoel (2005) I can be assured that the apparel product of the selected brand that I purchase online will look good on me.”
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“For instance, brand familiarity reduces perceived risk in consumer purchases of online clothes [53] and intimate purchases [54].”
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“Brand familiarity and experience have been shown to influence risk perceptions and purchase intentions [42, 43].”
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“It seems that perceptions of store brand quality and familiarity reduce to some extent perception of risk as postulated by Park and Stoel (2005)”
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“The degree of familiarity consumers have with a brand is expected to negatively impact on their perceived financial, performance, psychological, social, physical, and time risks (de Chernatony, 1989; Park & Stoel, 2005; Inci, Ebru, Alev, and Bülent, 2011).”
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Profesora Titular de Universidad. Departamento de Economía y Administración de Empresas. Facultad de Ciencias Económicas y Empresariales. Universidad de Burgos. C/ Parralillos, S., Gutiérrez, S. S. M., Izquierdo, C. C., & camarero@ubu.es, U. D. V. E.-M. (2010) · Cuadernos de Gestión · doi:10.5295/cdg.100187ss · Cited by 9
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“More information on the website runs to higher purchase intentions [15].”
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Anas, M., Khan, M. N., & Uddin, S. M. F. (2023) · International Journal of Quality and Service Sciences · doi:10.1108/ijqss-07-2022-0077 · Cited by 8
Manzano, J. A., Pérez, R. C., & Blas, S. S. (2011) · International Journal of Internet Marketing and Advertising · doi:10.1504/ijima.2011.043656 · Cited by 8
EFEKTIVITAS SOCIAL MEDIA ADVERTISING: PERAN BRAND FAMILIARITY DAN KONGRUENSI ENDORSER
Kusumasondjaja, S. (2014) · Jurnal Manajemen dan Kewirausahaan · doi:10.9744/jmk.16.1.83-92 · Cited by 8
“Variabel sikap diukur dengan skala pengukuran yang digunakan Chang (2001) dan untuk variabel niat membeli merek, item pengukuran mengadaptasi item yang digunakan Pascal et al. (2002).”
BackgroundA six-country comparison of the internet shopper profile
Brashear, T. G., Kashyap, V., Musante, M. D., & Donthu, N. (2008) · Revista de Ciências da Administração · doi:10.5007/2175-8069.2008v10n21p54 · Cited by 8
“While Donthu and Garcia (1999) did not find this to be a significant factor, Park and Stoel (2005) did find that brand familiarity increases the likelihood to make an online purchase.”
BackgroundZimmerman, J. (2012) · doi:10.12794/metadc149694 · Cited by 8
Koronios, K., Dimitropoulos, P. E., & Ntasis, L. (2025) · Journal of Management & Organization · doi:10.1017/jmo.2025.10057 · Cited by 7
Formidable Bracelet, Beautiful Lantern
Rousi, R. A. (2013) · Lecture notes in computer science · doi:10.1007/978-3-642-38827-9_13 · Cited by 7
Online Shopping Experience and Customer Satisfaction in Nigeria
Nwokah, N. G., & Gladson-Nwokah, J. (2016) · Journals & Books Hosting (International Knowledge Sharing Platform) · Cited by 7
Electronic commerce for low involvement consumer goods: success factors of Thai online merchants
Rotchanakitumnuai, S., & Speece, M. W. (2007) · International Journal of Electronic Customer Relationship Management · doi:10.1504/ijecrm.2007.016017 · Cited by 7
Yu, U. (2009) · doi:10.31274/etd-180810-203 · Cited by 7
“Brand familiarity, defined as “the number of brand-related direct or indirect experiences that have been accrued by the consumer” (Park & Stoel, 2005, p. 150), has also been examined to identify whether it helps consumers perceive less risk and increase purchase intention in information processing…”
BackgroundInfluentialAn investigation of decision-making style of Chinese college student online apparel shoppers
Zeng, Y. (2008) · Louisiana State University · doi:10.31390/gradschool_theses.2555 · Cited by 7
“Park and Stoel (2006) suggested that creating and promoting brand familiarity is a strategy to increase purchase intentions of the online apparel shopper.”
BackgroundA conceptual framework of e-fashion shopping intent
Kempen, E. L., Kasambala, J., & Toerien, E. S. (2015) · Unisa Institutional Repository (University of South Africa) · Cited by 6
The Effects of Apparel Product Presentation on Consumer Responses in U.S. Online Retailing
Yoo, J., & Lennon, S. J. (2014) · Han-guk jeonja georae hakoeji · doi:10.7838/jsebs.2014.19.2.031 · Cited by 6
“Seven purchase intent items were adopted from Park and Stoel [40].”
BackgroundMethodFemale Consumers' Attitudes and Purchase Intentions toward Intimate Apparel Brand
Rose, J., Cho, E., & Smith, K. R. (2016) · Fashion, Industry and Education/International journal of costume culture · doi:10.7741/fie.2016.14.2.035 · Cited by 6
“Internal information is prior brand-related indirect and/or direct experiences such as exposure to advertisements, shopping experiences in a store or online, and purchase or usage of the brand (Park & Stoel, 2005).”
BackgroundResultInfluentialZara: International brand image and fashion site launch in Western Europe
Caraballo, N. M. (2011) · Intangible Capital · doi:10.3926/ic.206 · Cited by 6
Metadata
- 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)
- 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
- 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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