Abstract
Online shopping is becoming increasingly important in the current era, rendering comprehension of consumer online shopping habits crucial. This notion rings true in the context of users and companies alike, thereby emerging as a big concern for e-commerce managers and researchers. One may assume that only by understanding the factors influencing consumer buying intentions for fashion items online will companies be better-positioned for meeting consumer needs. In this analysis, the relationship between customer online purchasing intentions and selected factors was investigated, specifically consumer innovativeness, fashion innovativeness, and fashion involvement. Quantitative research was implemented in the process, involving fashion online shoppers in Malaysia as the respondents after being selected via quota sampling from the ten most popular fashion shopping websites in Malaysia. The statistical method of Partial Least Square – Structural Equation Modelling (PLS-SEM) was then employed for the proposed model testing. The findings subsequently revealed the positive effects of consumer innovativeness, and fashion involvement on online purchase intention, whereas any significant relationship between the variable with fashion innovativeness was absent. However, this analysis was conducted in Malaysia; therefore, the results could be different if tested in other countries. Hence, similar studies related to fashion online purchase intention should be replicated in other Asian countries in the future.
Highlights
Since the emergence of the Internet as the main business medium, the world of commerce has changed dramatically in recent years
The findings subsequently revealed the positive effects of consumer innovativeness, and fashion involvement on online purchase intention, whereas any significant relationship between the variable with fashion innovativeness was absent
Kim et al (2002) have found that consumer responses to apparel advertisements differ on the basis of the extent of fashion involvement due to willingness to expand on product advertising statements
Summary
Since the emergence of the Internet as the main business medium, the world of commerce has changed dramatically in recent years. Mohammad & Yu Ghee understanding of factors influencing consumer buying intention for fashion items online will undoubtedly aid companies in meeting the needs of such group. The current research would aid retailers and academicians in understanding the relationship between fashion involvement and online purchase intention. It is critical for retailers, in particular, to focus on the reason behind consumer behaviour as duly observed and the way such behaviour can be influenced by them. Customers have always been highly important to retailers; the growth of e-commerce and digital media may seemingly overwhelm retailers due to the vast amount of consumer data. Online retailers need to consider the determinants of consumers for their internet shopping purposes
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