A Cross-national Comparison of Apparel Purchasing Decision-making Styles

• Main Authors: Chi-ching Lee, 李景琪
• Other Authors: Chih-wen Huang
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/49964736390331090417

碩士 === 淡江大學 === 國際貿易學系 === 87 === Although consumer’s purchasing behaviors are influenced by many factors, consumer will approach the market by using different kinds of decision-making styles or buying strategies when making decision. The dimensions of apparel purchasing decision-making styles are investigated by using a modified model of consumer styles inventory and the results then compared with each other to explore the similarities and differences between Taiwan and Japanese students. Additionally, life style variables are included to discuss the mutual influencing relationship with apparel purchasing decision-making styles. The result yields that eight apparel purchasing decision-making styles of Taiwan and ten of Japan are identified. The decision-making styles from the sample reflected novelty-fashion consciousness, image consciousness, perfectionistic-high quality consciousness, price-value consciousness, confusion by overchoice, brand-consciousness, and brand-loyal shopping. The different styles reflected escaping shopping of Taiwan and hedonistic shopping, basic-demand, and pursuing-variation of Japan. While several similarities and a few differences in dimensions of apparel purchasing decision-making styles were identified in these two countries, differences in culture and market structure may be contributed to the differences in apparel purchasing decision-making styles. Only the “impulsive, careless consumer” style identified in original literature was not confirmed in these two data. Finally, this research finds that there is a significant mutual influencing relationship between life style and apparel purchasing decision-making styles.