សេវាកម្មការស្រាវជ្រាវ និងនវានុវត្តន៍កាលិកបត្រស្រាវជ្រាវការបោះពុម្ពផ្សាយ

Determinants of Online Clothes Shopping Intention in Phnom Penh City: The Adoption of the Theory of Planned Behavior

Sokan Heng

ACLEDA University of Business

Sokha Norng

ACLEDA University of Business

ISSN: 3078-3771 (Print & Online)

Keywords: Online Shopping for Clothes, Theory of Planned Behavior, Brand Image, Brand Ambassador, Brand Awareness

Published: 2025-08-28

How to Cite in APA Style: Heng.S., & Norng.S. (2025). Determinants of online clothes shopping intention in Phnom Penh city: The adoption of the theory of planned behavior. AUB Research Series, Vol 4, 35–59.

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Abstract

Although online shopping has become increasingly popular, the study of online shopping for clothes is still limited in Cambodia. Thus, this research aims to identify factors influencing consumer purchase intention to shop for clothes online in Phnom Penh city. The study employed a quantitative method by conducting a survey questionnaire with 242 respondents who were experiencing online clothes shopping. After conducting multiple regression analysis, the study found that attitude, subjective norm, perceived behavioral control and brand image have significant and positive effects on behavioral intention to adopt online clothes shopping. However, brand ambassador and brand awareness do not have a significant effect on behavioral intention. The findings offer valuable insights for retailers using behavioral intention research to engage consumers and enhance the consumer experience.

Authors' Biography

Sokan Heng was born in 2003 in Kompong Cham Province, Cambodia. He completed his Bachelor’s degree in Business Administration, majoring in International Business, from ACLEDA University of Business in 2025. During his studies, he developed a strong interest in marketing, business planning, and digitalize. He particularly enjoyed exploring subjects such as consumer behavior, strategic marketing, and e-commerce. While at university, he completed an internship with ACLEDA Securities, gaining valuable insights into corporate operations and the financial market. His passion for understanding consumer behavior and improving service experiences led him to explore research in customer experience and the role of digitalization in business growth. In 2024, he was selected as a Business Administration Intern at TotalEnergies Marketing (Cambodia), where he supported the Café and Shop Bonjour operations. His responsibilities included conducting market research, managing digital content posting, and implementing customer experience initiatives to enhance service quality and engagement. Following this role, he advanced to the position of Marketing, Customer Experience, and Digital Executive. In this capacity, he was responsible for developing market research, creating strategic plans to increase turnover, and designing communication activities to strengthen connections with end customers.

Sokha Norng was born in 1979 in Kampong Cham Province and he hold his PhD in Business Administration in 2022 from Beltei International University. He graduated his MBA in General Management from Assumption University, Thailand in 2011 and graduated his Bed. In TEFL from IFL in 2004. Dr. Norng's field of research falls into business, marketing, leadership and education technology. His main focus is on consumer's attitudes and behavior in product/service purchase by utilizing technology adoption theory. He used to be the Assistant Professor and holds his current position as a Director of Graduate School and Chief Center for Research & Innovation, at ACLEDA University of Business. From 2004 to 2015, he used to hold two the academic positions at two other universities in Cambodia. He has been teaching at higher education level for nearly 20 years in the relevant disciplines.

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The authors are solely responsible for the content of this article. The views expressed herein are those of the authors and do not necessarily reflect the views of the journal, its editors, or the publisher.