Factors Affecting The Intention To Purchase Fast Fashion Through The Mobile Application Of The Millennial

Abstract

Short product life cycles, high volatility, low costs and impulsive consumer buying patterns characterize the fast fashion business. It is also the buying habits and goals of today's Millennials, the group that consumes fashion items the fastest. In addition, fast fashion brands have also turned to online business on mobile applications to optimize consumer needs during the shopping process. Based on the S-O-R method, the current research investigates the direct effects of factors influencing consumers' online buying attitudes and intentions in the fast fashion business. To analyze the shopping preferences of young people, especially for fast fashion, an online survey was carried out and evaluated its reasonableness and accuracy. The findings indicate that young people are more likely to make purchases based on emotion rather than the actual value of a product. The essay is a valuable addition to the overall study of youth online fashion consumption. In addition, this study identifies the policy reform possibilities that will enable the fast fashion sector, especially the Millennials, to meet consumers' demand for online shopping via mobile apps according to their need's creative ways.