The Relationship Between Aesthetic Experience And Purchase Intentions Of Women’s Brand Clothing

As one of the most basic living needs, clothing is the essential product in our lives, and also the expression of social culture. From the perspective of costume history, there are a variety of reasons to explore the motivation for clothing:First, to resist atrocious natural environment and to avoid the damage of a foreign enemy; Second, to flaunt one’s beauty, either imaginary or realistic. With the emergence and rise of brand apparel, we have been to maximize satisfaction on aesthetic needs of clothing. The brand clothing can not only pass some information to consumers, but provide them any ways to express themselves and their emotion, and then consumers can show their self-aspirations, the social belonging, and the satisfaction of emotion or personality by brand clothing. While in the process of selection or dressing in special brand clothing, the consumer will have a pleasant aesthetic experience or self-realization.In order to study their aesthetic experience of young women’s brand clothing and Purchase Intentions, and then exploring the relationships between them, we carry on an experimental method questionnaire survey to female university students. This research is composed of two parts:The first part of the research is played as the assistant study. In this part, By carrying on the method of word frequency analysis, and expert assessment method, we choose24picture of the brand clothing and20vocabulary of aesthetic experience for future research.The second part is the main part in this study, and is divided into two steps. In the first step, it is the measurement for the aesthetic experience of brand clothing; in the second step, the experiment is the measurement for purchase intention and actual purchase behavior about brand apparel.In the main part, I choose65(57in65are valid participant) young women participants randomly in University, and use the pictures of brand clothing chosen in the first part of research as the stimulus. Through analysis the data of aesthetic experience and purchase intention, the conclusions of this research are as follow:1) In this research, there is a significant positive correlation between the aesthetic experience and purchase intention about brand clothing (p<.01), That is to say, if young women have the higher score about the aesthetic experience of brand apparel, their purchase intention and the actual buying behavior also are the greater possibility.2) Before and after the aesthetic or cultural interpretation of brand clothing, the young women have an extremely significant positive correlation with aesthetic experience and purchase intention (p<001). This means that for young women, their aesthetic experience will significantly be improved by the aesthetic and cultural interpretation. This will be able to increase brand apparel purchase intention and actual purchase behavior at the same time.3) For different types of brand apparel, the difference of aesthetic experience of young women is not obvious in city clothing, sweet clothing, leisure clothing (p>.05).In this study, on one hand, the study provide the status and requirements of aesthetic, brand clothing, and brand culture to the clothing businesses and consumers, which will help them with clothing design, production and purchase, enhancement the aesthetic level, the aesthetic value, and promote the development of aesthetic culture. On the other hand, it explore the apparel consumer behavior from the view of aesthetic point, enrich the research of aesthetic and consumer behavior, and expand the perspective of garment aesthetics and clothing psychology, explore the aesthetical psychology and aesthetic experience by new direction in garment research.But to the cause of consumers aesthetic feeling or the aesthetic experience attract, it is still research on the new direction in the further, at the same time, also drawing lessons from physiological psychology and cognitive psychology, the researches will focus on the aesthetic feeling and the process of aesthetic psychology and behavior.