Transnational Marketing Journal

ISSN: 2041-4684 | e-ISSN: 2041-4692

Examining Factors Influencing Fashion Apparel Purchases in Omni-Channel Retailing: A Post-Covid-19 Study

Kamaljeet Kaur
Faculty of Business, Information, and Human Sciences, Infrastructure University of Malaysia, Kuala Lumpur,
Dato Professor Dr. Noor Inayah Ya'akub
Faculty of Business, Information, and Human Sciences, Infrastructure University of Malaysia, Kuala Lumpur
Dr. Chan Sai Keong
Faculty of Business, Information, and Human Sciences, Infrastructure University of Malaysia, Kuala Lumpur
Jaspal Singh
Faculty of Sunway University's School of Business, Sunway University, Malaysia
Sukjeet Kaur Sandhu
School of Accounting and Finance, Faculty of Business and Law, Taylor's College, Malaysia
Abdul Rahman bin S Senathirajah
School of Accounting and Finance, Faculty of Business and Law, Taylor's College, Malaysia
Rasheedul Haque
Associate Professor, MAHSA University, Malaysia
Keywords: Purchase Intentions, Omni-channel, Fashion Apparel, Malaysia, Brand Image, fashion involvement, and individual inventiveness.

Abstract

A structured equation modeling was utilized to investigate the factors that influence purchases of fashion apparel through Omni-channel retailing. Omni-channel retailing is an innovation in the retailing industry that combines offline and online shopping channels to provide customers with a seamless and satisfying shopping experience across all channels. Omnichannel selling is a cutting-edge retailing method that is becoming increasingly popular in the Malaysian retail market. The Theory of Acceptance and Use of Technology (UTAUT 2) model was applied in this cross-sectional study. The valid data was collected from 327 respondents using the mall-intercept sampling technique, carried out in four large shopping malls in the central region of Malaysia. After that, the data were analyzed using the PLS-SEM methodology and the SmartPLS 3.0 software. According to the derived model, strong causal contributors to omni-channel usage include performance expectation, hedonic motivation, habit, fashion engagement, and personal innovativeness. Together, these factors account for 70.7% of the variance in omni-channel usage. This study provides merchants in Malaysia and other countries with comparable socio-demographic characteristics with relevant business information.

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Keywords

marketingCOVID-19brandingMarketingconsumer behaviourIndiaCovid-19Coronavirusrefugeesconsumersblockchaincustomer-orientationGeneration Yretailsocial mediaEmerging marketsdiasporaidentitySMEbrandUAESMSfoodMexico