THE IMPACT OF PERCEIVED RISK ON ONLINE PURCHASE INTENTION THE CASE OF CLOTHING IN HO CHI MINH CITY, VIETNAM

In recent years, e-commerce has become increasingly popular, with everything available for purchase online. However, in the fashion industry, where customers often need to try on and feel the products, the question arises whether online clothing stores can meet customer needs, prompting a need to assess the impact of risks associated with buying clothes online. This study investigates the relationship between risk factors and online purchase intention in clothing industry in Ho Chi Minh City. Utilizing a quantitative method approach, we conducted surveys to gather data. The data obtained from 286 respondents in Ho Chi Minh City. Our findings indicate a significant correlation between psychological risk, social risk and time risk and online purchase intention. This study illuminates the evolving landscape of the online clothing business model, and the research findings will assist online apparel businesses in optimizing benefits and addressing the challenges and concerns faced by customers when purchasing clothes online. The implications of our study extend to the broader discussion on the future of education in a digital age.