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Literature Review

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Literature Review
Internet usage is increasing from time to time in any parts of the world including Malaysia. Malaysia is one of the developing country with enormous potential for online shopping to growth as almost all Malaysian houses are now equipped with high-speed internet access connection at a lower price. As the internet access is getting more advance, it change our lifestyle. From brick-and-mortar trading, the new era now is all being done via online where shopping at a shopping mall can be done with few clicks on the internet. Big company from online business added many attractive features for online shoppers to decide what to shop for. Features are such as price comparison between brand, products photos and reviews.
Online shopping from websites and social media is growing day by day in anywhere, Malaysia is one of the many that is keep growing as the market is slowly accepting online shopping. People from Malaysia purchase their apparel via online from websites and social media such as www.peepboutique.com, www.tanksfor5.com and Facebook. From the websites and social media, people can view the products, products contents, price comparison, user reviews from those who have bought.
In Malaysia, the conventional apparel stores are everywhere in the shopping malls, complexes, and personal shop lots but yet the business are doing well and still very competitive. Conventional apparel stores are always full of people from Monday to Sunday with lot of choices from top to toe (including accessories). The most common brands in Malaysia are Padini, PDI, Cotton on, Forever 21, and Topshop. These few brands can be easily found in places such as MidValley, Pavilion, 1 Utama, and many more places, their business are making good profits each year with opening branch after branch everywhere in Malaysia.
Few researches were done related to the topic was to investigate the factors that influence consumers towards online shopping in Malaysia as well as other places and had determine few important factors that influenced consumers towards online shopping. Security is the factor that influenced the most for the consumers towards online shopping. Attractiveness was found rather the least factors that influence consumers to purchase via online and they find that advertisement from online stores were advertisements spam (Mehdrad S, 2011). On another study shows that the factor the influenced the most for consumer to purchase via online is customer service. It is say that customer service would influence consumer for further purchase or next purchase on the same website. From all the studies that were related to the topics, it was found mostly focusing on online stores rather than conventional stores.
Therefore, the consumers’ acceptance towards the online clothing business and conventional apparel stores is examining how consumers perceive of both online and offline shopping. This result of study will than allow both online and conventional business to see how far their business were being accept and will be able to improve their marketing strategy to create awareness. The earlier the business known the acceptance level of their business from the consumers, the more way the business can create awareness to approaching right way to make the consumer accept their respective businesses.

Conceptual Framework Online clothing business and conventional apparel stores are both not new things to the world but yet there are no solid and concrete theory and literature that explain what are the consumers’ acceptances towards two different ways of businesses. Although there is a lot of researches are done based on online shopping but looking at both business and determining the acceptance level are merely be found. Therefore, this research will be conduct inductively to obtain findings where it induces from a conclusion with more than one piece of facts or evidences. In induction, it explains that no theoretical ideas and pre-assumption should be allowed to interpret the data and only data is the answer to them. In other words, induction would be a bottom up way of approaching where from a specific fact that it will develop into a theory. Thus, at this research, from the evidence and facts from other researches those have been done such as factors influence consumers, customer satisfaction and the list goes of related topics could be used to develop into a theory. Following, this research more towards qualitative research as it usually commence with an inductive approach where a naturalistic and emergent research design is used to develop a theoretical perspective. As to get the findings of this research, qualitative research interview will be conducted by researchers to studies participants’ meanings. McNamara(1999) mention that to understand the participants experiences with in depth information, interview is the best way to get it done. In this research, it will be conducted by with group interview as to get in more details from the consumers to understand their acceptance level of online and conventional apparel stores. Besides that, qualitative and quantitative questionnaires will also be conduct during the data collection process as some part of the questions can be ask directly and with some open ended questions that are related to topics. After the data is collected with several available techniques, it will be left for analyzing the data according to analytical procedures. Analytical procedures are to analyze the found data to get a more organized result and to be present. From this research, it will be analyze through reading through the interviewee answers and interpret the data with a set of answers that is prepared beforehand.

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