The Effect of Clothing Design Aesthetics onConsumer Purchase Intention

• Main Authors: Yang Kia-han, 楊凱涵
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/00148004729704413743

碩士 === 國立中正大學 === 企業管理所 === 98 === Following the rise of national Gross Domestic Product, the average income and the leisure lifestyle in recent years, the global volume of trade of Leisure Wear had dramatic increased from 539 billion dollars in 1996 to 1040 billion dollars in 2004. According to the research of textile center ITIS, the global volume of trade for this particular market will increase to 1680 billion dollars at year 2010. Beside the rise of the market, the research on the style of dressing particularly to the young people found that there were 56% dressed on leisure wear. The expectation and the growth of the market become an important focus for the businesses on the field. Firms need to consider the design of clothing to attract the consumers in order to create sales and profits. Furthermore, firms need to focus on the influencing factors for the consumers while consuming in any ways possible. The pass research on clothing are concluded into four dimensions, developing scales, dress consumer analysis, modifications and consumer responses, and future research suggests. The aesthetics of clothing including three major appearances: formal aesthetic, expressive aesthetic and symbolic aesthetic. Thus, the purposes of this study were to determine whether the purchase intention was influenced by these three aesthetics in leisure wear, or Attitude, Subject Norm, Perceived Behavior Control in the Theory of Planned Behavior, TPB. The results are as follows. 1. The purchase intention was significantly correlated with the formal aesthetic of leisure wear. 2. The purchase intention was positively correlated with the symbolic aesthetic of leisure wear. 3. The purchase intention was positively correlated with Attitude, Subject Norm and Perceived Behavior Control. 4. The symbolic aesthetic of leisure wear had the moderating effects on Attitude and purchase intentions.