This paper examined the risks perceived by consumers in apparel buying situation by 1) measuring the contents and perception level of risk, 2) categorizing each risk into meaningful factors (risk types), 3) analyzing the relationships between risk types and consumers' demo-graphic variables. 224 respondents deliberately selected to include each level of S demographic variables were contacted with 37-item question3.ire. Factor analysis showed that 32-item perceived risk could be categorized into 6 risk types: psychological. social, economic, time/convenience loss, fashionability loss, performance risk. Psychological risk were perceived highest in terms of perception level while social and performance risk showed relatively low perception level. 4 of 5 demographic variables including sex, education level, income, occupa-tion showed partial relationship with each risk type after ANOVA and Duncan test. Sex had the greatest influence on risk perception level and each age level (20's, 30's, 40's) showed different risk structure.
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