PERCEIVED RISK AND MARKETING MIX INFLUENCING GENERATION Y FASHION CLOTHES PURCHASING DECISIONS VIA ONLINE SOCIAL MEDIA

Abstract

This research aimed to investigate the perceived risk factors and marketing mix factors influencing Generation Y fashion clothing purchasing decisions made through online social media. The Generation Y group of people aged 20 to 40 (born between 1980 and 2000) who had purchased trendy clothes over social media in the previous 6 months was the target sample. A total of 400 questionnaires were obtained by delivering both online and offline. The gathered data were analysed by descriptive statistics and multiple regression analysis. The results suggest a model for measuring and managing perceived risk and marketing mix in online social media purchasing. Several managerial implications are addressed, as well as potential research opportunities.