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DRIVERS AND BARRIERS OF THE CONSUMER PROPENSITY TO BUY FOOTWEAR PRODUCTS ONLINE
Manon Arcand,David Pauzé,Sandrine PromTep 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06
This study present an integrative model incorporating key consumer characteristics (shopping motivations, need for touch, and perceived risk) as drivers/barriers of e-commerce in the footwear industry. An online survey was conducted using a sample of 4,203 customers of a global footwear retailer. The model was validated across cultural/gender segments.