Factors influencing consumers purchase intention of online shopping in fashion industry

Mustapar, Ika Fazira (2018) Factors influencing consumers purchase intention of online shopping in fashion industry. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Online business is an innovation in business environment. People nowadays are tend to shop through online rather than offline shopping. The rate of online shopper especially in fashion industry is quite high in Melaka area. However, the understanding of online shopping in Malaysia is still low. There are some critical issues in online shopping especially in term of privacy and security. The aim of this study is to investigate the factors influencing consumers purchase intention of online shopping in fashion industry which are situational, personal, psychological and societal. This study in descriptive research study that used quantitative method and data collection are from primary data and secondary data. To aid in the achievement of the objectives, 386 sets of questionnaires were collected through a questionnaire-based survey; where responses were randomly drawn from the population of consumers that having experience using online shopping in Melaka area. SPSS software is used to analyzed questionnaire-based survey data. The result of this research shows that situational is the most significant factor that able to influence consumer purchase intention of online shopping in fashion industry. These findings may be restricted due to the addressed limitation; however, they may be improved through the suggested recommendation.

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