A study of purchase intention of international fast-fashion brands of Malaysian Gen Y consumers
Generation Y consumers have become increasingly fashion conscious, contributing to the growth of the fashion industry particularly with a keen interest in international fast-fashion bands. Underlined by the consumer behaviour expectancy theory and theory of planned behaviour this study seeks to inve...
| Main Authors: | , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2018
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| Online Access: | http://eprints.sunway.edu.my/925/ http://eprints.sunway.edu.my/925/1/Derek%20Ong%20A%20Study%20of%20Purchase%20Intention%20of%20International%20Fast%20Fashion.pdf |
| _version_ | 1848801929481682944 |
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| author | Ong, Derek Lai Teik * Lee, Wan Shan |
| author_facet | Ong, Derek Lai Teik * Lee, Wan Shan |
| author_sort | Ong, Derek Lai Teik * |
| building | SU Institutional Repository |
| collection | Online Access |
| description | Generation Y consumers have become increasingly fashion conscious, contributing to the growth of the fashion industry particularly with a keen interest in international fast-fashion bands. Underlined by the consumer behaviour expectancy theory and theory of planned behaviour this study seeks to investigate the factors of brand image, perceived quality and country of origin affecting their purchase intention. Purposive sampling of 200 online survey using Google Docs were targeted Generation Y respondents. Results from the Multi Linear Regression show that brand image and perceived quality of fast fashion brands in Malaysia are important to purchase intention of Generation Y and that country of origin does not play a significant role. The findings recommend that new and upcoming intentional brands have the ability to market on the same level playing field as established brands regardless of country so long as they can capture the strong brand image of the Generation Y consumers effectively. |
| first_indexed | 2025-11-14T21:15:16Z |
| format | Conference or Workshop Item |
| id | sunway-925 |
| institution | Sunway University |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T21:15:16Z |
| publishDate | 2018 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | sunway-9252020-10-12T07:07:20Z http://eprints.sunway.edu.my/925/ A study of purchase intention of international fast-fashion brands of Malaysian Gen Y consumers Ong, Derek Lai Teik * Lee, Wan Shan HF Commerce Generation Y consumers have become increasingly fashion conscious, contributing to the growth of the fashion industry particularly with a keen interest in international fast-fashion bands. Underlined by the consumer behaviour expectancy theory and theory of planned behaviour this study seeks to investigate the factors of brand image, perceived quality and country of origin affecting their purchase intention. Purposive sampling of 200 online survey using Google Docs were targeted Generation Y respondents. Results from the Multi Linear Regression show that brand image and perceived quality of fast fashion brands in Malaysia are important to purchase intention of Generation Y and that country of origin does not play a significant role. The findings recommend that new and upcoming intentional brands have the ability to market on the same level playing field as established brands regardless of country so long as they can capture the strong brand image of the Generation Y consumers effectively. 2018-07-02 Conference or Workshop Item PeerReviewed text en http://eprints.sunway.edu.my/925/1/Derek%20Ong%20A%20Study%20of%20Purchase%20Intention%20of%20International%20Fast%20Fashion.pdf Ong, Derek Lai Teik * and Lee, Wan Shan (2018) A study of purchase intention of international fast-fashion brands of Malaysian Gen Y consumers. In: Academy for Global Business Advancement (AGBA). 15th Annual World Congress, 2-4 July 2018, National Institute of Development Administration, Bangkok Thailand. https://www.agba.us |
| spellingShingle | HF Commerce Ong, Derek Lai Teik * Lee, Wan Shan A study of purchase intention of international fast-fashion brands of Malaysian Gen Y consumers |
| title | A study of purchase intention of international fast-fashion brands of Malaysian Gen Y consumers |
| title_full | A study of purchase intention of international fast-fashion brands of Malaysian Gen Y consumers |
| title_fullStr | A study of purchase intention of international fast-fashion brands of Malaysian Gen Y consumers |
| title_full_unstemmed | A study of purchase intention of international fast-fashion brands of Malaysian Gen Y consumers |
| title_short | A study of purchase intention of international fast-fashion brands of Malaysian Gen Y consumers |
| title_sort | study of purchase intention of international fast-fashion brands of malaysian gen y consumers |
| topic | HF Commerce |
| url | http://eprints.sunway.edu.my/925/ http://eprints.sunway.edu.my/925/ http://eprints.sunway.edu.my/925/1/Derek%20Ong%20A%20Study%20of%20Purchase%20Intention%20of%20International%20Fast%20Fashion.pdf |