The impact of the consumer environment on buying behaviour towards apparel products in the Shopee app Malaysia

Khairul Anuar, Aiman Hafizin (2024) The impact of the consumer environment on buying behaviour towards apparel products in the Shopee app Malaysia. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

In the current era of technological globalization, the revolution in the attitude of apparel shoppers has changed from the traditional physical purchase in a store to an online purchase that is easier and more effective. The rise of internet issues influences the consumer environment and increasingly transforms consumer buying behaviour of apparel products. There are important concerns about customer engagement in determining a successful marketing strategy. Therefore, this research aims to investigate, examine and understand the customer buying behaviour of apparel products toward online shopping in Malaysia. The objective of this study is to identify the relationship, factors, and most influential factors of the utilization of e-commerce by a consumer environment that is cultural, social, personal, and psychological. The methodology used to measure consumer buying behaviour towards e-commerce which is the Shopee app is the quantitative method, where is questionnaire will be distributed randomly to them to answer it. Surveys were conducted by 349 respondents answered which is consumers who had experience buying apparel in the Shopee app and the data was analysed using inferential analysis and multiple regression to define the result. The result demonstrated that all variables have a significant relationship with consumer buying behaviour toward the Shopee app in Malaysia. The outcome of this study indicates the most significant factors that influence consumer buying behaviour on Shopee app apparel products among consumers in Malaysia.

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