Online Fashion Apparel Shopping: An Analysis of Malaysian Consumers

Abstract

Online fashion shopping becomes a trend among today’s Malaysians. Previous studies on online shopping in Malaysia had focused on consumers’ attitude and purchasing intention towards online shopping on a non-specific product. Although the study confirmed the need to establish intention for online purchase and demonstrated that most Malaysian were inclined to purchase online, but identifying factors that really contribute towards online purchase on fashion apparel specifically is highly importance due to the increased growth of online fashion apparels in Malaysia. This research specifically examines factors that actually motivate and influence consumers to purchase online fashion apparel. Technology Acceptance Model (TAM) has been used extensively in explaining and forecasting consumers’ attitude towards virtual buying. Six factors emerged from the exploratory factor analysis; ease of use, convenience, enjoyment/fun, pleasure, after sales service, and meet expectation in terms of quality, delivery and price. These represent factors that had influenced Malaysian consumers to purchase apparel online. The data obtained managed to confirm that Malaysian consumers are prone to buy apparel such as accessories, dress, and top via online despite these products considered as experiential based products.