Women Preference Towards Purchasing Fashion and Beauty Products Through e-Commerce in Selangor

Abstract

ubstantial rise in internet access and e-Commerce is a tendency for people to purchase online. Malaysia has become one of the fastest growing in emerging e- commerce markets in Southeast Asia. With the emergence of big e-commerce firms, this somehow reflects that Malaysian women consumers are quite inclined to buy fashions and beauty products through the e-commerce. According to Internet User Survey Report 2017 by Malaysian Communication and Multimedia Commission (MCMC), purchasing online has become an important activity for internet user in Malaysia. Realizing this, the e-commerce organization need to identify what are the women preference towards purchasing fashion and beauty products through e-commerce in Selangor. This study is conducted to determine the factors that influence the preference of woman to purchase fashion and beauty products through e-commerce in Selangor. The factors that influence the preference of woman to purchase fashion and beauty products in Malaysia through e-commerce were studied. The findings of this paper will benefit the online retailer, e- commerce organization and also to the e-commerce user in in Selangor.