2026-06-27T12:21:58Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00009194 2024-05-27T03:50:35Z 1582963436320 1582963436320:1707206749823

Factors Influencing Online Shopper Attitude and Purchase Decision towards Apparel (Ma Theinghi Chit, 2023) Theinghi Chit This study aims to analyze factors influencing online shopper attitude and examine the effect of online shopper attitude on purchase decision towards apparel. In this study, visibility, price, promotion, peer influence, and purchase experience are discussed as the influencing factors. Quantitative research method is used. The Cochran formula is applied to calculate the sample size of 385. The questionnaires are distributed to the online shoppers using a systematic sampling method. Not only primary data but also secondary data are used in this study. Descriptive statistics and regression analysis are applied to make analysis. According to descriptive statistics, customer perception of price is the highest, and customer perception of peer influence is the lowest influence on online shopper attitude. According to the regression results, visibility and purchase experience have a significant effect on the attitude of online shoppers. Moreover, attitude has a significant effect on the purchase decision of online shoppers. According to the findings, this study recommends that online marketers need to create two affecting variables (visibility and purchase experience) for online shoppers to motivate attitude and purchase decision of online shoppers with direct and effective online marketing strategies. 2023-09-01 https://meral.edu.mm/records/9194