Relationship Between Undergraduates Perceived Risks Online And Offline And Clothing Consumption Decision-making Styles

With the rapid development of the Internet, and changes in consumption patterns ofweb users, clothing market online is attended. To a certain extent, the offline marketing isimpacted, while the advantages and disadvantages of the two channels still existrespectively, which means that consumers have to make decisions of purchasing theproducts and services, even the channels. Caused by choice of the channels, perceived riskswith individual variation have a definite effect on consuming decision. Consumerdecision-making styles can reflect the way that consumers make a decision. It is a means ofmarket segmentation. In order to analyze the contrasts of perceived risks based on channelsand individual differences, this paper chooses the undergraduates who commonly usedonline channel for consumption as the research object, combining with consumerdecision-making styles, and carry out an in-depth study. This paper further enriches thecomparative analysis of the online and offline perceived risks and research the relationshipbetween perceived risks and decision-making styles. Moreover enterprises could getdefinite reference of reducing consumers’ perceived risks and product positioning.By reviewing a lot of literatures, this paper summarizes three factors that influence theperceived risks which are channel selection, product positioning and personalcharacteristics. Moreover, the relationship of perceived risks and decision-making stylesmodel is constructed. The model is based on the channel selection model and perceived riskwith information search model, joining the concept of channels contrast anddecision-making styles. Depending on the preparation, the paper compiles the scale of theperceived risks under online and offline and consumer decision-making styles. Accordingto the scales and depth interview, this paper designs questionnaires and makes theinvestigation. The SPSS19.0was used for data analysis. Reliability and validity analysis,factor analysis and regression analysis are to verify the model. Factor analysis and clusteranalysis are to name the types of perceived risks under online and offline and thedecision-making styles. Mean analysis is to compare the online channel and offline channel.Variance analysis is to inspect the influence of gender on perceived risks anddecision-making styles. Correlation analysis is to examine the correlation betweenperceived risks and decision-making styles. The conclusions are as follows:1) Online perceived risk from high to low is service assurance risk, product quality risk,psychological gap risk and social assessment risk; offline perceived risk is serviceassurance risk, additional conditions risk and product value risk. Online perceived risks arehigher than offline.2) Undergraduates decision-making styles are fashion-conscious andhedonistic, confused by over-choice, impulsive, brand-loyal, value-for-money andhigh-quality conscious.3) There is a correlation between online and offline perceived risksand the most part of decision-making styles. While online and offline perceived risks arenot related to the brand loyal.4) There is a significant positive correlation between genderand decision-making styles. Females are more consistent with the fashion-conscious andhedonistic, impulsive and confused by over-choice type.5) There is an important positivecorrelation between gender and online perceived risks, uncorrelated with offline perceivedrisks. Females are more likely to online perceived risks.Based on the research conclusions, the paper proposes some suggestions of measures of online and offline channels to reduce perceived risks and the positioning of consumergroups’feature.