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A consumer survey of a probability sample of 1,628 married adult consumers residing in Beijing, Guangzhou, and Shanghai, China was used obtain basic knowledge on market segments of Chinese consumers with the potential to buy foreign apparel. The paper used conjoint analysis to identify the product attributes salient to consumers' apparel purchase intentions. With cluster, multiple regression, and other statistical analyses, six market segments prioritizing similar product attributes were identified and profiled. The six market segments were then described by their demographic and geographic characteristics, apparel expenditures, and perceptions of US‐made pants. Suggestions are provided for apparel marketers wishing to pursue two especially promising market segments with the potential to buy US‐made and US brand apparel.

Perceived consumer risk is explored in relation to online (Internet) purchasing using a cross‐national sample (N=562) from the United States, Canada and U.K. Objectives of the study are to determine if experience in online purchasing reduces perceived risk, if perceived risk varies across product/service categories and if certain types of risk are more important in purchasing certain products/services. Lastly, does national culture affect perceptions of risk? Results are discussed and suggestions are offered to managers on how to reduce perceived risk, thus increasing online purchasing in the three countries examined.