Successful Factors of Online Business in Fashion Industry

Noraishah Kamarolzaman (), Hairiani Abdul Hamid, Rohani Jangga and Zurina Omar
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Noraishah Kamarolzaman: Universiti Teknologi MARA, Cawangan Johor Kampus Segamat
Hairiani Abdul Hamid: Universiti Teknologi MARA, Cawangan Johor Kampus Segamat
Rohani Jangga: Universiti Teknologi MARA, Cawangan Johor Kampus Segamat
Zurina Omar: Universiti Teknologi MARA, Cawangan Johor Kampus Segamat

A chapter in Industry Forward and Technology Transformation in Business and Entrepreneurship, 2023, pp 177-184 from Springer

Abstract: Abstract This research emphasises the determinant factor of a successful online business in fashion industry. The purpose of this study is to establish the relationship between successful online business and all its independent variables, which are online trust, website quality and content, and brand awareness. The findings were established and collected through questionnaires that were distributed through online platform, such as WhatsApp, Facebook, and other social media. The respondents of the questionnaire were selected through convenience sampling, and the questionnaires were distributed to 200 respondents. This study used quantitative research method, and all the data analysis was run by using SPSS. The findings indicate that all of the three independent variables, online trust, website quality and content, and brand awareness are significant towards the dependent variables. Moreover, online trust data showed to be the biggest variable, which contributes to the major determinants factor to a successful online business.

Keywords: Online business; Fashion industry (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-99-2337-3_16

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DOI: 10.1007/978-981-99-2337-3_16

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