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Motives in Online Shopping through Digital Platforms in Textile: Risk Perception and Purchase Intention

Turhan Gülden

Fibres & Textiles in Eastern Europe

2022

Vol. 30, no. 5

1--7

This study aims to provide a great deal of insight into how risk perception and purchase intention differ for the consumer with different online shopping motives. Data were collected through a questionnaire with 359 voluntary consumers aged 18-28 living in Istanbul. 14 motives leading them to online shopping through digital platforms for textile products were defined with the Focus group technique. First, clustering analysis was conducted to define consumers according to the guiding motives in online shopping. Next, whether the consumer segments identified by these motives have different levels of risk perception and purchase intention was investigated via ANOVA analysis.

Consumption Goals of Attributes Associated with a Product: A Study of Smart Running Shoes for a Group of Consumers in Nottingham, UK

Turhan Gülden, Kent Anthony

Fibres & Textiles in Eastern Europe

2021

Vol. 29, no. 6 (150)

18--21

Wearable products with high tech content for any sport activity or exercise could perform to fulfil unmet needs or goals. The research investigated consumption goals and product evaluation with the Goal-Based Model for a study of smart running shoes. Online research was carried out to obtain the attributes of smart running shoes. Face-to-face interviews with voluntary participants were performed to explore desired goals corresponding to each attribute of the product. New participants filled in a survey questionnaire in order to measure their own subjective evaluation of the product as per their own goals. All participants were staying in Nottingham, UK during the survey. Eight different consumption goals were obtained in accordance with the attributes of smart running shoes. Product evaluation was calculated using the probability and importance of goals expected from the consumption of the product.