Influences Of Lifestyle And Brand Image On Clothing Purchase Behavior

In recent years,China has gradually changed from the largest producer to clothing-consuming country. Consumers prefer personalized clothing, and pay more and more attention to clothing brand. In order to help China's garment enterprises enhance market capacity and improve competitiveness,it is necessary to study the different lifestyles of consumers, and how the brand image of clothing influences comsumers purchase behavior.This study is to explore internal relations among the lifestyle of college students, clothes brand image and purchase behavior,and at last to provide garment enterprises with constructive suggestions which can increase purchases.Firstly, review the literature of brand image, lifestyle and buying behavior, and summarizes the relationship between them. The concept model and hypotheses are brought up.The questionnaire is developed based on literature review.Secondly, college students in Donghua University as target groups, we use FG interviews to choose the six sports&casual brand as research goals, and to modify the questionnaire to fit the student. Use this questionnaire to pre-research. Reliability analysis and exploratory factor analysis is done by SPSS11.5.After that we remove the indicators which have the low reliability or validity, the final formal survey questionnaire is developed. Thirdly verify the data construct reliability, convergent validity and discriminant validity with LISREL8.70&EXCEL2003.Use structural equation model approach to determine the impact and effect of their relationships. Finally, to enhance the effectiveness of clothing brand marketing, marketing strategies are put up with from the angles of the lifestyle and brand imageThe main conclusions of this paper are:①lifestyle can directly impact clothing purchase behavior, and also indirectly affect the purchase behavior via brand image. Fashion of lifestyles plays a positive role in all three factors of purchase behavior, the doctrine of moderate plays a negative role in the price loyalty. Other factors have an indirect impact on purchase behavior. All factors in lifestyle have impact on purchasing via all factors in brand image. But freedom and perfectionism have less impact via intermediate variables. Aggressive and the doctrine of moderate have more impact via intermediate variables. Intermediate variables role of fashion sense but are no more than direct impact.②Brand image influences clothing purchase behavior. Product image has positive effect on repurchase intentions. Service image has price loyalty and publicity. Company image has positive impact on repurchase intentions and publicity. Customer image has positive impact on all factors of purchase behavior.③Lifestyle factors determine the brand image factors. Aggressive, the doctrine of moderate and fashion have positive effect on the various factors of brand image. Freedom has negative impact on the service image. Perfectionism has negative impact on store image and the customer image.This paper makes some theoretical contributions.①Lifestyle and brand image have direct impact on purchase behavior.②That lifestyle determines brand image has statistical significance.③Develope he quantitative brand image scale for college students.④It is the first time to analysis purchase behavior from the angle of lifestyle and brand image. Marketing Implications of this paper are about how to effectively build the brand image, how to promote the purchase behavior and so on.