Hubungan antara Kepimpinan Fesyen, Kecenderungan Pembelian Kompulsif dan Ketagihan Membeli-Belah Dalam Talian
The Relationships between Fashion Leadership, Compulsive Buying Tendency and Online Shopping Addiction
Keywords:
Pembelian Kompulsif, Ketagihan Membeli-belah dalam Talian, Kepimpinan Fesyen, Pengguna WanitaAbstract
Pasaran maya di Malaysia semakin pesat berkembang dipacu oleh kemajuan teknologi Internet dan perubahan gaya hidup pengguna. Pasaran maya telah mencetuskan fenomena luar biasa apabila pelbagai produk dan jenama fesyen dipasarkan menerusi laman-laman web dan media sosial. Dengan melayari Internet, pengguna boleh melakukan aktiviti membeli-belah dalam talian dengan selesa di samping dapat menjimatkan kos, masa dan tenaga. Namun begitu, melihat kepada betapa mudahnya membeli-belah dalam talian dan popularitinya yang semakin meningkat, timbul kebimbangan terhadap kemungkinan berlakunya pembelian kompulsif. Pembelian kompulsif boleh mengakibatkan ketagihan membeli-belah dalam talian khususnya dalam kalangan pengguna wanita yang mempunyai minat yang tinggi terhadap fesyen. Berteraskan kepada Teori Penggunaan Kompulsif, kajian ini menganalisis hubungan antara kepimpinan fesyen, kecenderungan pembelian kompulsif dan ketagihan membeli-belah dalam talian. Satu tinjauan dalam talian dijalankan dalam kalangan 270 pengguna wanita yang mempunyai pengalaman dalam membeli barangan fesyen menerusi Internet. Data yang dikumpulkan dianalisis menggunakan perisian IBM SPSS 25. Keputusan kajian menunjukkan bahawa kecenderungan pembelian kompulsif bertindak sebagai pemboleh ubah pengantara dalam kesan kepimpinan fesyen terhadap ketagihan membeli-belah dalam talian. Pengikut fesyen dan pemimpin fesyen adalah berbeza dari segi dimensi pembelian kompulsif yang mempengaruhi ketagihan membeli-belah dalam talian. Bagi pengikut fesyen, ketagihan membeli-belah dalam talian berkait secara signifikan dengan pembelian secara impulsif. Manakala, bagi pemimpin fesyen, ketagihan membeli-belah dalam talian berkait secara signifikan dengan tingkah laku pembelian obsesif.
The virtual market in Malaysia is growing rapidly driven by advancements in Internet technology and changing consumer lifestyles. Virtual market has created a remarkable phenomenon when a wide variety of fashion products and brands are marketed through websites and social media. By surfing the Internet, consumers can conveniently shop online while saving cost, time and energy. However, looking at how easy it is to shop online and its increasing popularity, concern arises over the possibility of compulsive buying. Compulsive buying could result in online shopping addictions especially among female consumers who have a strong interest in fashion. Based on the Theory of Compulsive Consumption, this study aims to analyze the relationships between fashion leadership, compulsive buying tendency and online shopping addiction. An online survey was conducted among 270 female consumers who have experience in buying fashion goods via the Internet. The collected data were analyzed using IBM SPSS 25 software. Results reveal that compulsive buying tendency acts as mediating variable in the effect of fashion leadership on online shopping addiction. It is interesting to note that fashion followers and fashion leaders are different in terms of compulsive buying dimension of which influence online shopping addictions. For fashion followers, online shopping addiction is significantly related to impulsive buying. As for fashion leaders, online shopping addiction is significantly related to obsessive buying behavior.
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