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

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.