Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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A Study on Brand Preference, Clothing Pursuit Benefits and Purchasing Behavior of Chinese Women

중국 여성의 브랜드 선호도, 의복추구혜택과 구매행동에 관한 연구

  • Yu, Yiqiu (Dept. of Fashion Design, Pukyong National University) ;
  • Park, DongJoon (Dept. of Statistics, Pukyong National University) ;
  • Chung, HyunSook (Dept. of Fashion Design, Pukyong National University)
  • 우억추 (부경대학교 패션디자인학과) ;
  • 박동준 (부경대학교 통계학과) ;
  • 정현숙 (부경대학교 패션디자인학과)
  • Received : 2016.06.30
  • Accepted : 2016.09.13
  • Published : 2016.09.30
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Abstract

The purpose of this study was to analyze the brand preference, the clothing pursuit benefits, and the purchasing behavior of Chinese women. A survey questionnaire was distributed to Chinese women in their 20s and 30s. The surveys period was from 9th January 9th to $21^{st}$ February 2016. The respondents were 343 Chinese women living in Henan. The collected data was analyzed by frequency analysis, factor analysis, t-test, one-way analysis of variance, and Duncan's multiple range of verification. The key results of this study are herein summarized. The brands examined, listed in order of preference, are Ochirly, Only, Zara, Uniqlo, La Chapelle, H&M, Peace bird, Vero Moda, JNBY, and The Basic House. The five most preferred brands were then selected and further analyzed. For purchasing, the design and price were considered to be important, while for product evaluation, importance was given to the style, price, quality, and color. Factors important in the clothing pursuit benefits were found to be price pursuit, trend pursuit, brand pursuit, individual pursuit, comfort pursuit, and quality pursuit. Also, clothing pursuit benefits depends on the average monthly income, monthly clothing purchasing cost, and the education level of the individual. Lastly, we observed that the sources and store selection made noticeable difference in clothing pursuit benefits.

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References

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