1
Factors Influencing Clothing Interest and Purchase Intention: A Study of Generation Y
Consumers in Malaysia
Cham, T.H.
1*
, Ng, C.K.Y.
2
, Lim, Y.M.
1
and Cheng, B.L.
3
1
Faculty of Accountancy and Management, Universiti Tunku Abdul Rahman, Malaysia.
2
Division of Corporate Communication and Public Relations, Universiti Tunku Abdul Rahman, Malaysia.
3
Department of Marketing, Sunway University, Malaysia.
ABSTRACT
The purpose of this study is to examine the factors influencing clothing interest among
Generation Y consumers in Malaysia. Brand image, word of mouth, self-concept, perceived
quality, and need for uniqueness were hypothesized to be related
with clothing interest, which
in turn, was deemed to be related with purchase intention. The interaction effect of price
consciousness on the relationship between clothing interest and purchase intention was also
examined in this study. Self-administered questionnaires were
used to collect data from a
total of 300 respondents from Malaysia to test the hypothesized relationships. Results showed
that need for uniqueness, self-concept,
brand image, word of mouth, and perceived quality
are significant predictors of clothing interest among the Generation Y consumers in Malaysia
and price consciousness moderated the relationship between their
clothing interests and
purchase intention. The practical implications of the research findings were discussed.
Keywords: Brand Image, Clothing Interest,
Generation Y, Need for Uniqueness, Perceived
Quality,
Price Consciousness, Purchase Intention, Self-concept, Word of mouth.
