Factors Affecting of E-Commerce on Consumer’s attitude towards purchasing fashion products: A Study of Myanmar Online Consumers

Abstract

Many researchers claimed that e-commerce of online shopping is still at the early stage of development in Myanmar. However, Myanmar people are catching up with the social media as the way of Internet is developing. The purpose of this research study is to examine the factor influence of consumers’ attitude towards purchasing fashion products from online. The research model applying with respect of Theory of Reasoned Action (TRA) is effectively used to achieve the purpose of this study. Total of 32 survey questions are consisted and 322 valid respondents of questionnaire were gathered both in online survey and hard copy survey. SPSS 22 was tested for demographic profile, reliability test for each factor of items, descriptive statistics and Pearson’s Correlations matrix, tests of individual and model assumption and also hypothesis testing. Results and findings show that product performance risk and financial risk for fashion products are significantly effected but the factors of convenience, privacy risk and hedonic shopping motive are not influence to Myanmar consumers’ attitude towards online shopping. For future researches are suggested to increase wider places to provide wider view and get more sample population on the real circumstance of consumers’ attitude and also should repeat a similar conceptual framework to confirm that convenience, privacy risk and hedonic shopping motive are not effect on consumers’ attitude towards online shopping.