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COVID-19: Online Fashion Purchase Intention among Millennials

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  • Sook Fern Yeo

    (Faculty of Business, Multimedia University, Melaka, Malaysia Author-2-Name: Kah Boon Lim Author-2-Workplace-Name: "Faculty of Business, Multimedia University, Melaka, Malaysia " Author-3-Name: Yiin Chii Ong Author-3-Workplace-Name: Faculty of Business, Multimedia University, Melaka, Malaysia Author-4-Name: Cheng Ling Tan Author-4-Workplace-Name: Graduate School of Business, Universiti Sains Malaysia, Penang, Malaysia Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

"Objective - The global spread of coronavirus disease (COVID-19) has caused a negative impact on the global economy. Customers' purchasing habits are also shifting from traditional store visits to online store purchases. Millennials or Generation Y constitute a large proportion of consumers across the global digital space. Hence, the main objective of this study is to examine the purchase intention of millennials towards online fashion stores during COVID-19 pandemic. Methodology/Technique - A set of self-administered questionnaires has been distributed to 230 respondents which age range from 20 years old to 40 years old in three states of Malaysia which are Johor, Melaka, and Selangor. The five independent variables which are fashion innovativeness, perceived security, perceived value, information quality and cost saving have been tested on their relationship towards the dependent variable which is purchasing intention towards online fashion. The collected data were keyed into SPSS version 25 and followed by using Partial Least Square Structural Equation Modelling (PLS-SEM 3.3.3) to assess the hypothesis. Findings - The research findings indicated that the key factors of fashion innovativeness, information quality and cost saving which have significant relationship towards the millennials' purchase intention from online fashion stores during COVID-19 pandemic. Novelty - To the authors' knowledge, this is the first methodological study which include the five independent variables to examine millennial's purchasing intention towards online fashion during the COVID-19 pandemic. The findings of this research will help e-retailers of online fashion stores understand the factors that influence millennials' purchase intentions. Type of Paper - Empirical."

Suggested Citation

  • Sook Fern Yeo, 2021. "COVID-19: Online Fashion Purchase Intention among Millennials," GATR Journals jmmr280, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr280
    DOI: https://doi.org/10.35609/jmmr.2021.6.3(4)
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    References listed on IDEAS

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    1. Rezgar Mohammed & Olga Murova, 2019. "The Effect of Price Reduction on Consumer's Buying Behavior in the U.S. Differentiated Yogurt Market," Applied Economics and Finance, Redfame publishing, vol. 6(2), pages 32-42, March.
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    Cited by:

    1. Grappi, Silvia & Bergianti, Francesca & Gabrielli, Veronica & Baghi, Ilaria, 2024. "The effect of message framing on young adult consumers’ sustainable fashion consumption: The role of anticipated emotions and perceived ethicality," Journal of Business Research, Elsevier, vol. 170(C).

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    More about this item

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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