THE FACTORS INFLUENCING CONSUMERS INTENTION TO PURCHASE ONLINE FASHION CLOTHES IN KLANG VALLEY

Publication Date : 01/09/2019


Author(s) :

CHEAH RUI SHENG, GOH POH KIM.


Volume/Issue :
Volume 4
,
Issue 3
(09 - 2019)



Abstract :

The rapid growth and the development of e-commerce significant become popularity in any business sector. Numerous of the business owner started to adopting internet technology to create an online business channel for sells product and service on the internet, whereby conduct the online transaction activity. The e-commerce industry becomes popularity leader in the electronic business world which provide new opportunities and concept on a business transaction, expanded product variety and geographic. The main purpose and objective of this research are to identify the three factors significantly influencing the consumers' intention to online purchase fashion clothes through online shopping. The three were E-WOM in social networking sites, perceived usefulness and perceived ease of use. The research type was a quantitative research study that contained of selfadministered questionnaire and distributed through online and offline channel. This research has involved 384 respondents who participated to the questionnaire. Descriptive analysis conducted to describe the demographics of respondents. The correlation analysis utilized to assess the research variables, whereby the regression analysis was utilized for determine how the independent variable influences toward dependent variable. The research findings proposed that there is a significant influence of E-WOM in social networking sites, perceived usefulness and perceived ease of use.


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