中式服装消费意向的影响因素

针对中式服装设计生产及品牌建设盲目性、碎片化的问题,分别从消费者和产品的角度对中式服装消费意向影响因素进行实证研究。借鉴态度功能理论,通过因子、结构方程模型分析,探讨消费者全球消费文化接受度、中式服装实用性预期、服装品牌来源及中式元素表现方式对消费者态度与消费意向的影响。结果表明:消费者全球消费文化接受度直接影响其对中式服装的态度,但不完全影响消费意向;中式服装实用性预期对其消费意向的影响最为显著;消费者对国内外品牌认可度差异不明显,但易对国内品牌形成积极的态度;消费者更倾向以简洁含蓄方式应用中式元素。

Factors influencing consumers' consumption intention of Chinese ethnic fashion apparel

Obvious blindness and fragmentation phenomena exist in the present Chinese ethnic fashion apparel industry and brand construction.Factors affecting consumers' consumption intention of Chinese ethnic fashion apparel were investigated in terms of consumers and products.By factors and structural equation modeling analysis,wide use of the functional theory of attitudes for reference,the effect of consumers' individual characteristics of Acculturation to Global Consumer Culture (AGCC),practical utility,brand origin and different design elements manifestations on consumer attitudes and spending intentions were identified.Findings show consumers' characteristics of AGCC directly affect attitudes but incompletely affect consumption intention.Apparel practical utility is the most significant moderating factor.In addition,the experiment indicates that no significant different acceptance exists between two brands,but domestic brands have more advantages than foreign brands in the Chinese ethnic fashion market.Consumers may prefer a subtle design ethnic apparel.