Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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The Effect of Online Experience Marketing and Brand Loyalty of Chinese Infant Clothing Brands on Purchase Intention

중국 영유아의류 브랜드의 온라인 체험 마케팅과 브랜드 충성도가 구매의도에 미치는 영향

  • Zhang Xuan (Dept. of Fashion Design, Hebei University of Science & Technology) ;
  • Ahyoung Han (Dept. of Fashion Design, Sangmyung University)
  • 장헌 (하북과기대학교, 패션디자인학과) ;
  • 한아영 (상명대학교, 패션디자인전공)
  • Received : 2023.04.02
  • Accepted : 2023.07.18
  • Published : 2023.07.30
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Abstract

The online shopping industry in China has experienced rapid growth, particularly in the infant goods sector, which is considered highly promising in terms of its growth potential. This growth can be attributed to the Chinese market's increasing economic power, the implementation of new policies concerning marriage and childbirth, changes in family structure, and evolving and diverse consumer demands for infant products. While the infant clothing industry has emerged as a significant player in the Chinese market, there is still a lack of sufficient academic research on the online shopping environment specific to China's infant clothing industry. The objective of this study was to explore the influence of online experiential marketing on brand loyalty and purchase intention among Chinese consumers of children's wear. The study findings indicated that the emotional experience, action experience, and relationship experience encountered by consumers during online interactions had a positive and significant impact on brand loyalty. Both perceptual experience and cognitive experience had a positive and significant influence on consumers' willingness to make a purchase. The study also revealed that brand loyalty had a positive and significant effect on consumers' purchase intention. The perception of online experiential marketing, brand loyalty, and purchase intention varied based on individual attributes, and gender was found to moderate the relationship between online experiential marketing and brand loyalty.

Keywords

References

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