Factors influencing online purchase intention of apparel products in Kota Kinabalu

• Main Author: Mah, Pei Ling
• Format: Thesis
• Language: English; English
• Published: 2015
• Subjects: HF5546-5548.6 Office management
• Online Access: https://eprints.ums.edu.my/id/eprint/38079/1/24%20PAGES.pdf; https://eprints.ums.edu.my/id/eprint/38079/2/FULLTEXT.pdf; https://eprints.ums.edu.my/id/eprint/38079/

The purpose of this study is to examine the factors influencing online purchase intention of apparel products. This study also examines the mediating effect of attitude and moderating effect of gender towards online purchasing. In this study, the dimension of the factors influencing on.line purchasing consists of four dimension attributes (e.g. personal innovativeness, perceived security, perceived usefulness and perceived ease of purchasing). A total of 281 respondents are used for the statistical data requirement. Data that collected through questionnaires are using convenience sampling. The statistical method that adopted in this study is by using SPSS software and SmartPLS software. Based on the result, the factors namely personal innovativeness, perceived security and perceived usefulness shows that there is a relationship towards consumer online purchase intention. Meanwhile, factors namely perceived security, perceived usefulness and perceived ease of purchasing revealed that it had positive influences consumer attitude towards online purchasing. However, the results showed that there are only two factors namely perceived security and perceived ease of purchasing are mediates by attitude towards online shopping. Contribution of this study divided into two which is theoretical finding and managerial contribution. Additional finding that contributed to this study is there is no moderating effect of gender influences between consumer attitude and online purchase intention towards apparel products. The limitation of this study, implication of the study and future research are also included in this study.