ScholarWorks@숙명여자대학교

초록

This study investigated clothing shopping propensity and consumer awareness of Chinese adult mento provide necessary basic data for effective construction to cope with inroads into Chinese mens wearmarket. Research subjects were Chinese men in big five city (Beijing, Shanghai, Dalian, Harbin,Guangzhou). Returned 863 questionnaires were analyzed by mean, factor analysis, ANOVA, DuncansMultiple Range, regression analysis with SPSS 10.0.Results of this research were as follows:1. Chinese mens apparel shopping propensity factors were analyzed by four groups, such as fashiontoward propensity, consume propensity, brand loyalty propensity, and casual preference propensity.2. Consume propensity among 4 factors influenced most on consumer buying awareness. Brandloyalty propensity among 4 factors influenced most on consumer brand awareness. Fashion towardpropensity influenced most on consumer fashion awareness.3. According to region, there were significant differences to four grouped apparel shoppingpropensities. Harbin, Guangzhou were indicated higher fashion toward propensity than other areas.Guangzhou was indicated higher consume propensity than Dalian. Dalian was showed lowerbrand loyalty propensity than other areas. Beijing was showed higher casual preference propensitythan Guangzhou. According to income, there were significant differences to four apparel shoppingpropensities. Highest income group was showed higher fashion toward propensity than otherincome. The higher men earned income, the higher brand loyalty propensity. Highest income groupwas showed lower casual preference propensity than lowest income.

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