Familiarity Breeds Contempt? The Study on the Consumer Behavior of Fast Fashion Apparels for Younger Generation

• Main Authors: David Kai-Wei Chang, 張凱爲
• Other Authors: Shu-Fang Liu, Ph.D.
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/21617144173415992485

碩士 === 國立高雄應用科技大學 === 國際企業研究所 === 103 === Abstract In recent years, with the emergence of M-shaped society spurred the fast fashion (also known as "fair-priced") clothing industry. Both the international famous brands and internet kicked-started local (Taiwan) brands are the hot topics of the clothing industry. Even though they all branded as fast fashion, there is still a price gap of three to four times differences between imported and local brands of the similar, or the same raw materials, and styled clothing. As the idiom “clothes make the man", clothing make the personal trait as one of consumer behavior. The experiments in this thesis are designed by simulation situation with 2(brand of origin: Lativ vs. UNIQLO) 2(multisensory perception vs. single sensory) included 4 situations 214 subjects are tested in the empirical process and analyzed the influence of the 3 personality characteristics of customer as independent variables, adding both multisensory perception and brand of origin as the moderators to an analyze the influence on purchase intension on fast fashion apparel. The results demonstrate that vanity tendency, consciousness fashion, and impulse buying tendency of customer are positively significant in relationship with purchase intension of fast fashion apparel clothing which means that personality characteristics of custom is a critical segmentation variable for fast fashion clothing industry. Furthermore, compare to single sensory visual contact, increasing the haptic sense experience towards the product of customer will enhance to form a clear rational perceived quality of product and improve significantly the perceived quality of product and purchase intension. Further, there is no moderator effect of multisensory between the consciousness fashion of customer and purchase intension of fast fashion clothing, but multi-sensory perception will moderate the effect of impulsive buying on purchase intension. On the other hand, fast fashion clothing consumption in relationship with brand country of origin vanity has no effect. Those results will be applied to the marketing campaign and strategies management for firms.