A study on the criteria influence the behaviour in buying cloths online: A survey on STML Students in UUM

The purpose of this study is to examine the criteria influence the behavior in buying cloths online among STML students in UUM. In addition, it investigates the relationship between the independent variable (trust, brand, price, quality and user experience) and dependent variable (online clothing purchase behavior). The method of this study is by using quantitative approach. In this study, primary data were collected used survey questionnaire with 302 respondents who have experience on purchasing cloths from online. The results are analyzed by using SPSS statistic 25. The finding of this study are all the five independent variables have a positive relationship toward online clothing purchase behavior. User experience is the strongest independent variable that have positive relationship toward online purchase behavio