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.
Keywords:
COVID-19; Fashion innovativeness; Millennials; Online fashion; Purchase intention
JEL Classification:
M30, M31
URI:
http://gatrenterprise.com/GATRJournals/JMMR/vol6.3_4.html
DOI:
https://doi.org/10.35609/jmmr.2021.6.3(4)
Pages
181 – 190