Factors influencing intention to purchase online apparel products among Gen-Y

The human lifestyle has interestingly changed since the advancement of internet technology. Access to information and purchasing items have been made easier through online shopping; being able to purchase goods in an online store that is available 24-hours has really made it convenient for people. The availability of online stores has made retailers evolve their services to have multichannel links than just the normal brick-and-mortar store. The global market has seen an increase in demand of online stores and improved the services provided. This in line with the positive online purchases especially among Malaysian consumers had triggered intention to conduct an empirical study in determining factors that influence Gen-Y's intention to purchase online product. The current situation has made this study possible to understand the consumer demand of online products. This study used the extended TAM theory and its variable (perceived usefulness, perceived ease of use, perceived risk, enjoyment and trust) A survey data using purposive sampling method on the Gen Y (20 - 40 years old) was conducted around Klang Valley, forming a total of 373 respondents. Data was then analyzed using SPSS (version 24). Findings showed that all hypotheses were supported (i.e. perceived ease of use, perceived usefulness, perceived enjoyment and perceived trust) except perceived risk and perceived enjoyment was not significantly influence intention to purchase online apparel products among Gen Y. This study will help managers and marketers to understand consumer behavior risk perception and expectation of enjoyment of Gen-Y in online shopping. Finally, this study purposes several recommendations for future research on Gen-Y online apparel shopping.