Title: THE INFLUENCE OF CONSUMER PERCEPTIONS OF PRICE, VALUE, QUALITY AND RISK ON CONSUMER INTENTIONS IN USING ONLINE AND PHYSICAL STORE CHANNELS FOR FASHION PRODUCTS: A STUDY OF GENERATION Y WOMEN CONSUMERS
Author: PHIMA RUTHIA DWIKESUMASARI
Affiliations : Master of Management Science Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
The very rapid development of technology has encouraged companies to add channels to maximize contact with consumers so that consumers can see a wide variety of products and brands. The large number of channel choices encourages consumers to carry out multichannel shopping, the most commonly used are online and physical channels. This research wants to see the relationship between consumer intention to use channels (channel usage intention) with perceived risk, perceived quality, perceived value and perceived price. Apart from that, this research wants to see the tendency of consumers to do multichannel shopping in two channels, namely online and physical channels. This research used a sample of 160 women from generation Y who have fashion consciousness and have purchased fashion products at Store X. The questionnaire was processed using the PLS analysis tool. For online channels, channel usage intention is directly and significantly influenced by perceived risk and perceived value, and indirectly but significantly influenced by perceived quality through perceived risk. Apart from that, perceived risk is not significantly influenced by perceived price, perceived quality is not significantly influenced by perceived price, and perceived value is not significantly influenced by perceived price and perceived quality. For physical channels, channel usage intention is directly and significantly influenced by perceived risk and indirectly by perceived quality through perceived risk, and insignificantly influenced by perceived value. Apart from that, perceived risk is not significantly influenced by perceived price and perceived quality, perceived quality is not significantly influenced by perceived price, and perceived value is not significantly influenced by perceived price and perceived quality. This insignificant result is due to brand familiarity and differences in channel characteristics, where these two variables can be added as moderating variables in the model for further research.
Keywords: Multichannel shopping, channel usage intention, perceived risk, perceived quality, perceived value, perceived quality, Gen Y.
Sources: http://repository.unair.ac.id/38429/
