Journal of Fashion Technology & Textile EngineeringISSN: 2329-9568

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Jianhui Chen Author

jianhuichen@wen.edu.cn

Subjects of specialization
Chemistry, material science

Affiliation
Lecturer at department of Chemistry and Material engineering colleage, Wenzhou University:

Biography

presently Lecturer at department of Chemistry and Material engineering colleage, Wenzhou University: Wenzhou, Zhejiang, China. He did Doctor of Science (Chemistry) from Zhejiang University: Hangzhou, Zhejiang, China. He is expert in the fields of material Science, Clothing, Nanoscience.

Publications

Research Article Open Access

Consumer Purchase Decision- Making Process Based on the Traditional Clothing Shopping Form

Author(s):

Bing Xu and Jianhui Chen

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,... view more»

DOI: 10.4172/2329-9568.1000156

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