Factors Influencing Consumer Online Purchase Intentions of Fashion Products on the Cross-Border E-Commerce

The cross-border e-commerce is expanding more than ever, however, despite its notable share in the market, there little attention on studies of B2C e-commerce. There also limited research that examines factors influence consumers to purchase although quite a number past investigates consumers' intention online. On other hand, fashion absolutely evolving at fast pace. What worked two years ago may no longer be relevant due changing consumer preferences and perceptions. Hence, it crucial examine market investigate importance consumers’ perceived values intentions. Following this, 113 data sets from Malaysians living Klang Valley could obtained through online surveys. was then analysed identify relationship between variables by using multiple linear regression via SPSS. It can concluded hedonic value social have significant with intention. However, utilitarian Global managers marketing professionals who want increase propensity for shopping should consider whether their messages consumers, variety products brands offered, strategies, pricing or hedonistic nature. Additionally, need create suitable initiatives motivate kinds perceptions will significantly boost shopping.