AN EMPIRICAL STUDY TO EXPLORE THE INFLUENCE OF THE COVID 19 CRISIS ON THE APPAREL PURCHASING BEHAVIOUR FROM PHYSICAL TO ONLINE SHOPPING IN MALAYSIA

Abstract

Shopping for clothes is a retail therapy among various generations, including Generation Y and Z. The ability to choose, feel and spend within the financial plan provides personal satisfaction for individuals. Specific aspects of customer satisfaction matter depending on where the customer shop since it shows customer loyalty. The changes of cashless payment have made consumer’s to move into a cashless society. It is important to investigate how consumers’ behaviour changes, particularly in response to various circumstances. However, the infectious outbreak of Coronavirus “COVID-19” that occurred globally in 2019, has shaped the shopping culture which now includes both in-store and online purchases. With the transformation that has occurred, this study investigated the relationships between personal characteristics and re-patronage behavioural intention among Generation Y and Generation Z; in adapting to the new norm of shopping in Malaysia. Hence, this study investigated how the pandemic influenced consumers’ perceptions and determines factors contributing to consumers’ intention in using cashless payment. A quantitative methodology was adopted and surveys were distributed to uncover the shopping culture of individuals from these generations. Through descriptive statistical analysis, the results represent the relationship between personal characteristics and re-patronage behavioural intention. Generation Y and Generation Z found the functions and activities of online purchases as straightforward and convenient, which derives a positive attitude toward the online platform. This study demonstrates that the crisis significantly and positively influences online shopping culture. The findings acknowledge the impact of COVID-19 outbreak on consumer’s behavioural intentions to use cashless payment during the lockdown.