A Model of Consumer's Purchase Decision-making

被引：0
|
作者：
Li Min [1 ]
Zhu Jing [1 ]
Wang Xin [1 ]
机构：
[1] Donghua Univ, Fash Coll, Shanghai 200051, Peoples R China
来源：
PROCEEDINGS OF THE FIBER SOCIETY 2009 SPRING CONFERENCE, VOLS I AND II | 2009年
关键词：
Fashion marketing; fast fashion; consumer behavior; consumer purchase decision-making; Structural Equation Model (SEM);
D O I：
暂无
中图分类号：
Q81 [生物工程学（生物技术）]; Q93 [微生物学];
学科分类号：
071005 ; 0836 ; 090102 ; 100705 ;
摘要：
Based on analysis of marketing characteristics of fast fashion brands and exploration of their operational models, fast fashion brand, purchase behavior, fashion environment and personal factor were selected as the main factors affecting consumer purchase decision on fast fashion brands. Eight hypotheses were put forward and a model of consumer's purchase decision-making on fast fashion brands was built with the help of Structural Equation Model (SEM), which is widely used in sociology, economics and psychology. Demonstration research was given to check the model and hypothesis. Seven of eight hypotheses were proved. Among factors fast fashion brand influences most. Fashion environment is not as significant as fast fashion brand although both of them have direct and indirect effect on purchase behavior. Personal factor brings a direct negative influence on purchase behavior.
引用
收藏
页码：1124 / 1127
页数：4
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