11
The present study employed two
screening criteria in selecting the respondents: (1)
the individual must be born within the period of 1977 to 1994, and (2)
the person has
purchased at least one clothing product in the past one month. Out of the 300 distributed
questionnaires, only 292 questionnaires were usable and
eight were rejected due to
incompleteness. The sample size of 292 for the present study is considered sufficient to
represent a big population (Saunders, Lewis, and Thornhill, 2012) and for structural equation
modeling analysis (Hair et al., 2010).
Data Analysis
Sample Characteristics
As seen in Table 1, 45.2% of the respondents were male and 54.8% were female.
About half of the respondents were Bachelor’s degree holders (44.5%) and working fulltime
(59.9%) with an earning between RM3,001 and RM6,000 (47.6%). About two third of the
respondents shopped for clothes between 1 to 6 times a month (76.4 percent).
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