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A Study on the Repurchase Intention of Korean Fashion Brands by Chinese Ladies

With the development of the e-commerce market, consumers shop online through the internet, and the scale of online shopping increases rapidly, especially through the use of smart phones. With the growth of online shopping in China, consumers demand for higher quality products and seek for personalization. Recently, new media such as mobile, internet and social media based on communication technology have grown rapidly. Meanwhile, the popularity of e-commerce around the world has a great impact on people’s lifestyle and consumption habit. With the growth of online shopping in China, consumers demand for higher quality products and seek for personalization. The main reason why Chinese consumers buy Korean fashion brands is because of the celebrity endorsement. According to the results, First, in brand characteristics, brand image, brand awareness, perceived quality and product diversity have prominent influence on consumer’s satisfaction degree and repurchasing intention.. Second, among consumer characteristics, fashion involvement, innovation and economy have prominent influence on consumer’s satisfaction degree and repurchasing intention. Third, impulsiveness in consumer characteristics has no prominent influence on satisfaction degree,Forth, the consumer’s satisfaction degree of fashion brands has significant influence on repurchasing intention.

Abstract

1. Introduction

2. Theoretical Background

3. Research Model and Research Hypotheses

4. Empirical Analysis

References

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