The purpose of this study is to develop a multi-dimensional scale measuring consumers’ perceived challenge in shopping fashion products online, and to verify its validity and reliability. Relevant literature is first reviewed to identify possible dimensions of perceived challenge. Next, Study 1 is conducted in order to explore the dimensions empirically and to see whether the dimensions that emerged were consistent with prior findings. A total of 190 responses to an open-ended question was qualitatively analyzed by using content analysis. The findings of Study 1 generate 26 items reflecting four dimensions (i.e., product knowledge, previous experience, website functionality, and product availability), which correspond to the dimensions suggested in literature review. Study 2 is subsequently conducted to refine the items so that the perceived challenge scale establishes cross-validation, convergent validity, discriminant validity, reliability, and predictive validity. A total of 238 responses is quantitatively analyzed by using exploratory factor analysis, confirmatory factor analysis, and structural equation modeling. In the results of Study 2, the perceived challenge scale is found to consist of a total of 16 items reflecting three dimensions: E-commerce Challenge (corresponding to Previous Experience reported in Study 1), Retailer Challenge (corresponding to Website Functionality), and Product Challenge (corresponding to Product Knowledge); all Product Availability items have been eliminated through the item refinement process. Specifically, E-commerce Challenge and Retailer Challenge are found to predict flow, supporting flow theory, while Product Challenge fails to lead to flow significantly. Implications, limitations, and suggestions for future studies are also discussed.

Black Friday, a biggest holiday shopping season in the United States, has been regarded as a great opportunity that fashion retailers can dramatically increase their sales. However, there has been a lack of attention to consumers' shopping experiences on Black Friday from the consumer perspectives. The objective of this study is to explore consumer shopping experiences on Black Friday, in terms of consumer responses toward the experiences, shopping values, and any possible factors influencing the experiences. The method of critical incident technique was used with 198 critical incidents extracted from 165 responses of university students in the United States. As results, the shopping experiences on Black Friday were categorized into positive vs. negative shopping experiences. After that, the positive and negative experiences were respectively divided into two common themes: utilitarian shopping value vs. hedonic shopping value. In addition to the common themes, 12 categories were also emerged. Among positive experiences, utilitarian shopping experiences includes two categories of off-price shopping and shopping for expensive products, whereas hedonic shopping experiences includes three categories of impulse buying, holiday atmosphere, and shopping for the latest or luxury brand products. Among negative experiences, utilitarian shopping experiences includes four categories of modest discounts, out of stock, time-consuming queues, and fatigue of holiday shopping, while hedonic shopping experiences includes three categories of crowded environments, compulsive buying, and poorly managed stores. In conclusion, it is notable that consumer can undergo negative as well as positive shopping experiences on Black Friday. Implications and suggestions are also discussed.