A Model of Consumers Purchase Decision-making on Fast Fashion Brands
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 consumers 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.
Fashion marketing fast fashion consumer behavior consumer purchase decision-making Structural Equation Model (SEM)
LI Min ZHU Jing WANG Xin
Fashion College, Donghua University, Shanghai, P.R.China 200051
国际会议
上海
英文
1124-1127
2009-05-27（万方平台首次上网日期，不代表论文的发表时间）