UNDERSTANDING FACTORS INFLUENCING ONLINE CONSUMER PURCHASING BEHAVIOR FOR FASHION ACCESSORIES PRODUCTS

Abstract

Malaysia's e-commerce industry has exploded in recent years and online shopping has become increasingly popular among consumers. However, there is a noticeable lack of factors influencing online shopping behavior in the fashion and accessories sector, especially in the Malaysian context and especially among adults living in the Klang Valley. This study aims to address this gap by conducting an in-depth study of the determinants of fashion and accessory purchasing behavior among Malaysian adults in the Klang Valley region. Based on established theoretical frameworks such as the Technology Acceptance Model (TAM) and related literature on electronic business and consumer behavior, this study forms a strong conceptual framework to guide the study of factors influencing online purchase decisions. These factors include perceived usefulness, perceived ease of use, attitude, perceived risk, trust, website design, vendor characteristics, and purchase intentions. The main purpose of this study is to investigate the relationships between these identified factors and online shopping behavior, which will provide valuable information to online retailers operating in the Malaysian online shopping market. Quantitative research will collect data through structured surveys conducted on a sample of Malaysian adults living in the Klang Valley. Analyzing this data enables a nuanced understanding of how these factors work together and influence consumer behavior when purchasing fashion and accessories online. Using quantitative research, data collected through structured questionnaires from Malaysian adults living in the Klang Valley. Analyzing this data provides insight into the interaction of these factors and how they influence consumer behavior when buying fashion and accessories online. The study helps both theoretically and practically by providing online retailers with information to improve online shopping and thus promote better customers satisfaction, trust and loyalty. The study, which uses advanced statistical techniques, provides a nuanced understanding of the hierarchical structure that influences online consumer decision-making. The study uses 153 responses collected over two months via Google Forms.