Research on Risk Perception of Fashion Online Shopping by Chinese Female College Students' in Guangdong
AUTHORS
Hewei Tian,Dept. Fashion Design, Tongmyong University, Korea
Youngsook Lee,Dept. Fashion Design, Tongmyong University, Korea
ABSTRACT
In this paper, signal detection theory (SDT) is proposed in order to quantitatively analyze the perceived risk of Chinese female college students’ fashion online shopping, Firstly, it defines the concept of female college students’ perceived risk, analyzes the main types and manifestations of online shopping perceived risk. Based on the literature review, combination with the risks of female college students’ online shopping, a questionnaire was developed. 20 female college students from Lingnan Normal University were randomly selected as test subjects. SDT is used to evaluate the sensitivity and reaction tendency. The sensitivity value and reaction tendency value of the risk response were obtained. The results of the study show that the sensitivity value is [-4.65, 0.93], which is generally low and the difference was small, but the maximum reaction tendency value is 12.2650, and the minimum is 0.7191. The values of this indicator vary widely, and this is basically inconsistent with the actual situation, indicating that the SDT proposed in this study can be used to evaluate the perceived risk of female college students’ fashion online shopping scientifically and accurately.
KEYWORDS
Female college student, Online shopping mall, Perceived risk ability, SDT evaluation
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