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Successful Factors of Online Business in Fashion Industry

In: Industry Forward and Technology Transformation in Business and Entrepreneurship

Author

Listed:
  • 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)

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.

Suggested Citation

  • Noraishah Kamarolzaman & Hairiani Abdul Hamid & Rohani Jangga & Zurina Omar, 2023. "Successful Factors of Online Business in Fashion Industry," Springer Books, in: Mohd Nor Hakimin Yusoff (ed.), Industry Forward and Technology Transformation in Business and Entrepreneurship, pages 177-184, Springer.
    • Handle: RePEc:spr:sprchp:978-981-99-2337-3_16
    DOI: 10.1007/978-981-99-2337-3_16
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    Keywords

    Online business; Fashion industry;

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