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Do fast fashion consumers prefer foreign brands? The moderating roles of sensory perception and consumer personality on purchase intentions
Asia Pacific Management Review Pub Date : 2020-12-13 , DOI: 10.1016/j.apmrv.2020.09.001
Shu-Fang Liu , Hsiao-Ching Lee , Nai-Hwa Lien

The fast fashion phenomenon has revolutionized the apparel industry over the past decade. However, research focused on the implications of brand country-of-origin (brand-COO) and sensory perception for consumer behavior remains scarce. This study draws on construal-level theory and active traits theory to develop and test a framework to identify the boundary conditions of the relationships among brand-COO, sensory perception, and consumer personality characteristics on purchase intentions regarding fast fashion apparel. A 2 (sensory perception: single versus multi-sensory) × 2 (brand-COO: local brand versus foreign brand) between-subjects design was employed using 176 participants. The results demonstrate there are different and separate effects of perceived quality on purchase intentions when exposed to single-sensory versus multi-sensory stimuli, and the haptic perception is an important quality signal for fast fashion apparel, which increases consumers’ purchase intentions for local brands compared to foreign brands. Moreover, the results profile consumer segments based on personality traits for fast fashion retailers. Important managerial implications for fast fashion retailers are also discussed.



中文翻译:

快时尚消费者更喜欢外国品牌吗?感官知觉和消费者个性对购买意愿的调节作用

快时尚现象在过去十年中彻底改变了服装行业。然而,专注于品牌原产国 (brand-COO) 和感官感知对消费者行为的影响的研究仍然很少。本研究利用解释水平理论和主动特质理论来开发和测试一个框架,以确定品牌首席运营官、感官知觉和消费者个性特征对快时尚服装购买意愿之间关系的边界条件。使用 176 名参与者采用 2(感官知觉:单感官与多感官)×2(品牌首席运营官:本地品牌与外国品牌)之间的设计。结果表明,当暴露于单感官刺激和多感官刺激时,感知质量对购买意愿的影响存在不同且独立的影响,触觉感知是快时尚服装的重要质量信号,与外国品牌相比,它增加了消费者对本土品牌的购买意愿。此外,结果根据快速时尚零售商的个性特征对消费者细分进行了分析。还讨论了对快时尚零售商的重要管理影响。

更新日期:2020-12-13
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