Brand Loyalty of Millennials to Online Fashion Brands; E-commerce Sites in Kota Kinabalu, Sabah

Abstract

As e-commerce has rapidly grown in past decades, the fashion industry in Malaysia has experienced positive growth in economic values. As millennials are the biggest spenders in Malaysia, their loyalty is often left behind. In fact, millennials' brand loyalty is difficult to attain by e-commerce sellers because of their preferences in buying online products and their tendency to be cautious of marketing techniques to avoid being manipulated. Despite immense spending power, millennials were found to be very disloyal to brands. This study aims at examining various literature on brand loyalty. There are three theories integrated into this study which consist Technology Acceptance Modal (TAM), Expectation Disconfirmation Theory (EDT), and Theory of Reasoned Action (TRA). It also aspired to identify the relative importance of income as a moderator to trust as one of the most critical factors influencing millennials' brand loyalty to online fashion brands' e-commerce sites. In addition, this paper seeks to determine the moderating effect of income on the relationship between trust and millennials' brand loyalty. Based on empirical studies in marketing literature done by previous researchers, this study came out with a conceptual framework pertaining to the relationship between website efficiency, customer service, trust, and brand image on millennials' brand loyalty ware explored empirically. The study involved three hundred and ten millennial respondents, and the data collected was analyzed using Statistical Package for Social Sciences (SPSS) version 25 and the Smart-PLS version 3 software. The findings in this study illustrate that customer service, trust, and brand image significantly impact brand loyalty, and income moderates trust and brand loyalty. In conclusion, besides contributing to enriching the literature, the study can assist policymakers in developing and formulating strategies to understand online customers, particularly millennials in Malaysia.

A Systematic Review and Proposition of an E-Commerce Framework for African SMES: Integrating TAM and TPB into TOE Framework

“…OR involves several key dimensions, including technological infrastructure, human resources, organizational culture, and external relationships. The findings of these studies collectively support the notion that OR has a positive and significant influence on the adoption of e-commerce (Abed et al, 2020;Lian et al, 2022;Nurlinda & Muda, 2021;Nguyen et al, 2022;Ocloo et al, 2018;Priambodo et al, 2021;Satar & Alarifi, 2022;Yeni & Yasri, 2020). These studies suggest that organizations that are more prepared and equipped to embrace ecommerce technologies and practices will effectively utilize e-commerce platforms and strategies.…”

TOE Framework for E-Commerce Adoption by MSMEs during The COVID-19 Pandemic: Can Trust Moderate?

“…E-Commerce uses electronic means for the sale, marketing, and distribution of products and services over the Internet [34]. Lian et al [35] said it's not only about the use of new technologies for marketing, but e-commerce also provides a wide range of services and prospects for electronic commerce. E-commerce adoption can help MSMEs grow by exploring new markets and accessing previously untapped client segments.…”

Diffusion of Innovation of E-Commerce among Service Sector SMEs in Malaysia During and Post-Pandemic Covid-19: A qualitative approach

“…While there are studies investigating the adoption of e-commerce among SMEs, these studies have a small number of respondents who are either from a small number of companies or from different geographical regions other than Malaysia. Remarkably, while past studies investigating the adoption of e-commerce among business firms using the Diffusion of Innovation theory do exist (Lim et al, 2021;Lim et al, 2018;Mohamad Faisal and Idris, 2020;Chau & Deng, 2018;Lian et al, 2022), these studies employed strictly quantitative research approaches such as survey questionnaire using instrumentations that already exist in the literature. However, according to Rogers (2010), it is highly recommended that each diffusion of innovation research in an organizational setting starts with an in-depth understanding of the context in which the diffusion of innovation occurs.…”

“…However, most of the past studies of DOI theory are quantitative in nature (Lim et al, 2021;Lim et al, 2018;Mohamad Faisal and Idris, 2020;Chau & Deng, 2018;Faisal, 2020, Lian et al, 2022 and there is a lack of qualitative studies within the context of DOI among service-based SMEs. This eventually led to the methodology for this study, which will employ qualitative techniques.…”