Marketing Technologies and its Effect towards Online Purchasing Behaviour of Fashion Consumers in Malaysia
Keywords:
Marketing Technologies, Online Marketing, Consumer Behaviour, Fashion Consumption, Marketing in Digital Era.Abstract
Leveraging existing literature, this paper reviews the factors that affect the online purchasing behaviour
of fashion consumers in Malaysia. It aims to deduce the effect that various technologies have on fashion
consumption and the drivers of the changes in consumer behaviour. The approach taken builds on
existing frameworks for categorising technologies as processes, products, and services and then analyses
the effect of the different marketing technologies on fashion consumption in Malaysia. The ability of the
young middle class to earn more money and experience global fashion trends are key drivers of the
change in their consumption behaviour. The outcome is an increased need for exciting experiences when
shopping, and higher fashion tastes which can be attributed to the ever-increasing trends in
technological innovations.
