Purpose

The clothing industry is one of the earmarked industries in many countries following the rising demand and consumption of clothing products among millennials. Malaysia and Thailand are known to be promising markets for this industry in the South East Asia region. The purpose of this study is to investigate the influence of psychological and marketing factors on clothing interest among Generation Y consumers, as well as the interrelationships between self-confidence, product attitude and purchase intention. The impact of nationality was also examined as a moderator on the investigated relationships.

Design/methodology/approach

The data was collected among Generation Y consumers using a survey questionnaire, which had successfully gathered a total of 388 usable cases from the capital cities of Malaysia (Kuala Lumpur) and Thailand (Bangkok). These cities were selected for being the largest cities in its country which contain the highest number of shopping malls, offices and Generation Y population. Data analysis was then performed using both the SPSS and AMOS software.

Findings

Findings obtained acknowledged the importance of both psychological (i.e. fashion innovativeness, self-concept, fashion consciousness and need for uniqueness) and marketing (i.e. social media marketing and fashion advertisement) factors towards the clothing interest among Generation Y consumers. Consequently, clothing interest would influence their product attitude, self-confidence and purchase intention, with product attitude and self-confidence as the mediators between clothing interest and purchase intention. Multigroup analysis confirmed that there are differences between Generation Y consumers in both Malaysia and Thailand, where Thai consumers hold a stricter emphasis concerning the influence of social media marketing on clothing interest and self-confidence on purchase intention.

Originality/value

This study is one of the very few studies that explored the minimally investigated territory on the consequential importance of clothing interest within the clothing industry, specifically, through extending the literature on the influence of psychological and marketing factors towards the individuals’ clothing interest. Moreover, this study also successfully highlighted the mediation role of product attitude and self-confidence in the relationship between clothing interest and purchase intention.

中文翻译：

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探索千禧一代的时尚跑道：一项跨越太平洋边界的跨职能研究

目的

随着千禧一代对服装产品的需求和消费不断增加，服装行业是许多国家的指定行业之一。众所周知，马来西亚和泰国是东南亚地区该行业的有前途的市场。本研究的目的是调查心理和营销因素对Y一代消费者服装兴趣的影响，以及自信、产品态度和购买意愿之间的相互关系。国籍的影响也作为对调查关系的调节因素进行了检查。

设计/方法/方法

数据是使用调查问卷在 Y 代消费者中收集的，该问卷已成功收集了来自马来西亚（吉隆坡）和泰国（曼谷）首都城市的 388 个可用案例。这些城市被选为该国最大的城市，拥有最多的购物中心、办公室和 Y 世代人口。然后使用SPSS和AMOS软件进行数据分析。

发现

获得的调查结果承认心理（即时尚创新、自我概念、时尚意识和对独特性的需求）和营销（即社交媒体营销和时尚广告）因素对 Y 代消费者的服装兴趣的重要性。因此，服装兴趣会影响他们的产品态度、自信和购买意愿，其中产品态度和自信是服装兴趣和购买意愿之间的中介。多组分析证实，马来西亚和泰国的 Y 世代消费者存在差异，泰国消费者更严格地强调社交媒体营销对服装兴趣和自信对购买意愿的影响。

原创性/价值

这项研究是为数不多的对服装行业内服装兴趣的重要性进行最低限度调查的研究之一，特别是通过扩展有关心理和营销因素对个人服装兴趣的影响的文献。此外，本研究还成功地突出了产品态度和自信在服装兴趣与购买意愿之间的中介作用。