Consumer Purchase Decision- Making Process Based on the Traditional Clothing Shopping Form
In recent years, the traditional clothing market has been threatened by many other new shopping channels. However, few researches on fashion marketing have been found to give systematic suggestions for traditional fashion stores in order to improve their marketing strategies to compete with other strong competitors. Therefore, this paper was aimed at understanding consumer’s purchase intention in traditional clothing purchase channel, in order to put forward corresponding marketing methods for traditional fashion stores to improve their strategies. Based on five purchases decisionmaking stages of EKB model, this study employed structured questionnaires and hypothesis testing with a sample of consumers from three prosperous cities in China. As a result, this article puts forward a model with the key factors of consumer clothing purchase decision-making process. The results reflected on the link between consumer behavior and traditional clothing market, and provided guidelines for fashion store managers to improve their marketing strategies.