Technological and Social Impact on Hong Kong’s Young Consumers’ Online Shopping Behavior for Fashion and Casual Apparel: A Statistical Analysis

The increasing use of innovative mobile technology and cheaper data has increased online shopping, including fashion and textile products. As a result, sellers are moving towards online platforms along with traditional selling and deploying new technologies to attract buyers. This study aimed to examine the impact of online shopping on Hong Kong consumers and how technology, society, and store qualities have influenced their purchases.

The survey of 550 young people in Hong Kong found that over 80% of respondents buy apparel products from online stores along with conventional ones. The majority of respondents prefer online shopping if virtual try-on technologies are more prevalent. Results show that price is the utmost deciding factor for product selection, discounts and convenience attract consumers to online shopping.

Purpose: Hong Kong consumers are increasingly shopping online, and sellers are using advanced technologies to attract young buyers. This research delves into the shopping habits of young Hong Kong consumers, looking closely at their preferences, item selection, and the various factors that influence their shopping modes. Key areas of investigation include the impact of technology, situational influence, and store behaviour.

Design/Methodology/Approach: The present investigation is based on an online survey conducted on 550 young people (between 18 and 30 years of age) living in Hong Kong.

Findings: According to the research findings, over 80% of respondents are used to buying apparel products from online stores. Statistical analysis revealed that price is the utmost deciding factor in product selection, and these young buyers avoid casual clothes beyond HKD 600. Online discounts and app convenience are the key drivers of online purchases. Most respondents expressed a desire to use trying-on technology while shopping for apparel online.

Originality/Value: This research focuses on identifying the key factors that influence young consumers in Hong Kong when making purchasing decisions and selecting shopping modes. The insights gained from this research could provide invaluable guidance to online retailers seeking to expand their market reach.

Keywords: E-commerce; Online shopping; Fashion retailing; Consumer preference; Try-on Technology