To Investigate the Factors (Price, Quality, and Trust) of Online Clothing Businesses on Consumer Purchase Decisions and Their Impact on Gaining Competitive Advantage in Cambodia

The rapid growth of online clothing shopping has transformed consumer purchasing behavior, particularly in emerging markets such as Cambodia. Despite increasing adoption, consumer repurchase intention remains uncertain due to concerns related to product quality, pricing, and trust. This study aims to examine the effects of perceived quality, price perception, and trust on repurchase intention in the context of online clothing shopping in Phnom Penh.

A quantitative research approach was employed using a structured questionnaire distributed to 310 consumers with prior experience in purchasing clothing online. Data were analyzed using descriptive statistics, Pearson correlation analysis, and multiple regression analysis to evaluate the relationships among the study variables.

The findings reveal that perceived quality, price perception, and trust are all positively and significantly associated with repurchase intention. Among these factors, trust emerged as the strongest predictor, followed by perceived quality and price perception. The regression results indicate that the proposed model explains a substantial proportion of variance in repurchase intention, confirming the suitability of the model in explaining consumer repurchase behavior in online clothing shopping.

The study provides valuable theoretical contributions by extending consumer behavior literature in the context of online retailing within an emerging market. Practically, the findings offer insights for online clothing retailers to enhance customer retention by prioritizing trust- building mechanisms, consistent product quality, and fair pricing strategies. Limitations and directions for future research are also discussed.