Study of Factors Affecting Consumers’ Online Clothing Purchase Intention

Online shopping has taken a crucial position in the 21st century, because most people are busy with their working life and make them having less time to go for shopping. In this case, online shopping purchase is the easiest and most appropriate channel for them to do their purchase. Internet has rapidly developed into a global perspective as it has changed the way for customers to shop. The spread of the internet causes the term of “online shopping” exist in year 1979. It is said that online marketing has gained huge popularity and importance all over the world. It is expected that by the end of 2040, the number would increase to more than 1.5 billion as far as internet user is concerned. One of the famous product that customers purchase online was clothing. However, there is a limited research being done regarding on how the customers in Sibu, Sarawak (Malaysia) purchase their clothes, whether they purchase at the retail store or do their purchase online. So, this research study seeks to explore what are the factors affecting customers’ online clothing purchase intention in Malaysia, particularly in Sibu, Sarawak.