The Influence of Fashion Consciousness, Perceived Security, and Customer Service on Satisfaction and Repurchase Intentions among Malaysian Millennial Online Clothing Consumers

The exponential growth of e-commerce has significantly reshaped consumer purchasing behavior, particularly within the fashion industry. In Malaysia, despite the expansion of online fashion retailing, many businesses face challenges in retaining customers and fostering repeat purchases. To remain competitive, online clothing retailers must understand the key factors influencing customer satisfaction and repurchase intention. This study examines the effects of novelty-fashion consciousness, perceived security, and customer service on customer satisfaction and subsequent repurchase intention among Malaysian online clothing consumers. Data were collected from 196 Malaysian millennials through an online survey. Pearson correlation analysis, conducted using SPSS software, was employed to assess the relationships among the variables. The findings reveal that novelty-fashion consciousness, perceived security, and customer service are significantly associated with customer satisfaction, which in turn positively influences repurchase intention. This research contributes to the existing literature on e-commerce consumer behavior in Malaysia and provides practical insights for marketers and e-commerce managers seeking to enhance customer retention strategies tailored to millennial consumers.