AN ANALYSIS OF THE FACTORS INFLUENCING CONSUMER INTENTION TOWARDS ONLINE SHOPPING FOR FASHION PRODUCTS (THE STUDY OF GENERATION Y MARKET SEGMENT IN INDONESIA)

Abstract

The study focuses on the people who belong to generation Y market segment. This research aims to two main objectives, which are (1) to find out the partial and simultaneous significant influence of perceived price, perceived convenience, perceived ease of use, social influence, and perceived playfulness to consumers’ intention towards online shopping; (2) To find out the significant evident to conclude that demography as moderating factors influence perceived price perceived convenience, perceived ease of use, social influence, and perceived playfulness towards consumers’ online shopping intention for fashion products. This study will provide an understanding about five factors influencing consumers’ online shopping intention and their perceived for clothes, apparel products in Indonesian market, particularly generation Y market segment. In addition, service providers can understand more about Indonesian e-commerce market. Besides, this study also contribute into general knowledge of understanding intention behavior of internet users in Indonesian generation Y market segment. The results of multi regression analysis showed that the model was met with collected data and the independent variables can explain the impact 71.6% on dependent variable. The dimensions influence to consumers’ online shopping intention are perceived price, perceived convenience, perceived ease of use, perceived playfulness and simultaneously significant influence to consumers’ intention towards online shopping, yet social influence elements. Moreover, the results of One-Way ANOVA indicated that the moderation factors have no significant influence consumers’ intention towards online shopping fashion products. There are many aspects in customer behavior studies which include different throes and framework. Nevertheless, in this research is only limited in studying the intention behavior towards online shopping by means of investigation the factors affects consumers’ attitude in online shopping activities.