Enhancing Consumers’ Online Purchase Intention of Clothing Products through Technological Improvement during COVID-19 Pandemic

The COVID-19 pandemic has led to changes in consumer consumption behavior to be conservative. Consumers' consumption trends changed due to the limitation of outdoor activities by the government. However, the data found shows an increasing sales of clothing products near the end of 2020. Therefore, this study aims to understand the mindset of consumers regarding the intention to buy clothing products online during the pandemic based on the combination of theory of planned behavior, technology acceptance model, and perceived risk. Quantitative approach is used in this research, by collecting questionnaires from 115 respondents. The result of this study shows that attitude, subjective norms, and perceived usefulness have positive and significant influence on online purchase intention of clothing products. This research model is extended from the previous research and recommends online retailers to create clean and efficient codes to increase loading speed and website and application performance as its managerial implication