碩士 / 輔仁大學 / 織品服裝學系 / 91 / With the fast growth of economic development of Mainland China for the past decades, national income and consumption level has been upgraded. With the interest of this market’s great potential, this research focus on the impact of country-of-origin, brand name and price range on consumer’s perceived quality and intention to buy in Shanghai metropolitan youth ladies clothing market.
An eight scenarios experiment is designed in this study to test the effect of those variables on intention to buy mentioned above. And the topics below had been discussed: 1.The impact of country-of-origin, brand name and price range on consumer’s perceived quality. 2. The impact of country-of-origin, brand name and price range on consumer’s perceived conspicuous. 3. The impact of country-of-origin, brand name and price range on consumer’s perceived fashion. 4. The impact of consumer’s perceived quality on intention to buy. 5.The impact of consumer’s perceived conspicuous on intention to buy. 6. The impact of consumer’s perceived fashion on intention to buy.
Based on above study structure, the responde of this research include those from metropolitan of Shanghai Nanjinig East Road/West Road, Huaihai Road, HongQiao area and Xujiahui area. By conducting a sampling survey among above locations then a random sample for individual interview, a total of 320 females consumers with ages of 15 to 35 valid sampling are collected.
The results of those experiments show as following：
(1)Most of the main variables such as the country-of-origin and brand name do not have obvious impact on middle variables.However the price have obvious impact on consumer’s perceived fashion .
(2)The interactions between country-of-origin, brand and price have obvious influence on consumer’s perceived quality, perceived conspicuous and perceived fashion and Consumer’s intention to buy.
(3)Perceived quality, perceived conspicuous and perceived fashion have obvious influence on consumer’s intention to buy.
(4)Consumer will base on different combinations of country-of-origin, brand name and price to judge perceived quality, perceived conspicuous, perceived fashion and even to make decision of intention to buy.
(5) For the consumers of youth market in Shanghai area, perceived fashion have higher influence on their intention to buy than perceived conspicuous and perceived quality.
| Identifer | oai:union.ndltd.org:TW/091FJU00525021 |
| Date | January 2003 |
| Creators | Ching -Yuan Wang, 王進淵 |
| Contributors | Yie-Fang Kao, 高義芳 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 118 |
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