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Research on the Characteristics of Korean Children's Clothing Brand Purchase according to Fashion Lifestyle of Chinese Consumers -Focused on Chinese Housewives aged 20~30-

  • Journal of Communication Design
  • Abbr : JCD
  • 2020, 70(), pp.81-92
  • DOI : 10.25111/jcd.2020.70.06
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : December 2, 2019
  • Accepted : January 27, 2020
  • Published : January 31, 2020

Wang, Xinyu 1,  Han, Jung Min 1,  Kim, Hyun-Joo 1

1단국대학교

Accredited

ABSTRACT

The purpose of this study is to analyze the fashion lifestyle of China's new generation of housewife consumers and the resulting changes in demand, to analyze the differences in the purchase intentions of different types of consumers for Korean children's wear brands, thereby enhancing the competitiveness of Korean children's wear enterprises， and opening up the Chinese market. The results of this study are as follows : 1. According to the results of cluster analysis, five groups of reasonable consumers were classified: reasonable consumer groups,interpersonal relationship-oriented groups, well-known brand pursuing groups, economic pursuing groups and fashion pursuing groups. 2. The differences between the purchase intentions of different groups of consumers were analyzed. The interpersonal relationship-oriented groups and the well-known brand pursuing groups have the strongest purchase intentions, followed by the rational consumption group, the fashion pursuit group, and the economic pursuit group's purchase intention is gradually reduced. 3. The difference between purchase experience and purchase intention was analyzed, and the consumers with purchase experience have a stronger repurchase intention.

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