| Summary: | 博士 === 大葉大學 === 管理學院碩士在職專班 === 99 === The increasing of teenagers’ spending signalizes the importance of young consumers’ market. The study discusses their different values and purchase intentions toward in-style clothing shopping.
The subjects participated in the study are the students from 8 junior and senior high school in Changhua. 480 questionnaires in total are distributed and 439 valid ones are retrieved. All data we gathered is analyzed in Descriptive Statistics, Factor Analysis, Cluster Analysis, One-Way ANOVA, and Multiple regression analysis.
We conclude the data conducted: 1) Internal and external values constitute teenagers’ value. There are three kinds of teenage consumers: active, down-to-earth and passive ones. The product attributes of in-style clothing are divided into style, quality, brand and price. 2) Teenagers’ value determines their purchase intention. 3) Style and brand influence purchase intention, too.
Thus, to raise teenagers’ purchase intention, it’s highly suggested that designers should pay more attention to clothing styles and brands integrated with teens’ sub-cultural symbol and popular icon in accordance with the need of younger consumers of different values.
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