A Study On The Effects About Hangzhou Female College Students' Self-congruence On The Fashion Purchase Intention

Along with the consumption"she impression"century comes, women's influence in commodity economy cannot be ignored. And in the groups of women fashion consumers, female college students is an important part. Studying female college students'fashion consumption psychology, can better understand their fashion consumption characteristics, for clothing enterprise or retailers develop more effective marketing strategy to provide certain reference.Studies have pointed out that female college students'consumption characteristics which is according to the self-concept is very outstanding. when choose and buy brand fashion ,they will can't help comparing the brand personality with the self-concept of themselves. If the brand personality and the self-concept is consistent in a certain dimension,they will accept it. But there are also studies indicate that self-congruence isn't the direct influence on purchase intention.By the market competition unceasingly intensifies, more and more enterprises and scholars began to stand on the consumers' perspective to understand the value of the products, they think the customer perceived value is the base cause of bringingpurchase intention where the shoe pinches. On the base of it , thesis think the influence which female college students'self-congruence on the fashion purchase intention is coming along with customer perceived value. To this, thesis puts forward the relevant hypothesis, constructs a research model, and take the female college students in Hangzhou as the object of this research.First, by factor analysis, it is concluded that the female college students self-concept mainly includes feeling self,fashion self,fervor self,family self,freedom self;female college students'fashion customer perceived value mainly includes production's external characteristics perception,production's intrinsic characteristics perception,service quality perception, production's price perception,social and emotional value perception,gaining convenience perception,membership system perception these seven dimensions.Secondly, by single factor analysis of variance and independent sample T-test, draw the grade, professional, singleton or not, loving or not, etc, will be effect on female college students' self-concept. It explains that self-concept as a psychological perception, is a kind of dynamic system structure, and have individual differences.Then, through correlation analysis , it is concluded that the self-congruence,customer perceived value and purchase intention of female college students, all have different degrees of relevancy between two of them. Among them, the female college students'feeling self-congruence,fashion self-congruence and fervor self-congruence are closely related to the purchase intention,and the correlation coefficient decline one by one;the female college students'feeling self-congruence,fashion self-congruence,fervor self-congruence and family self-congruence are closely related to the customer perceived value, and the highest correlation coefficient is between feeling self and production's external characteristics perception;the female college students'fashion customer perceived value, and the correlation coefficient decline one by one from production's external characteristics perception,social and emotional value perception,service quality perception,membership system perception,production's price perception,production's intrinsic characteristics perception,, gaining convenience perception.Finally, through the intermediary function test, it is concluded that the effects which are female college students'feeling self-congruence,fashion self-congruence and fervor self-congruence on the purchase intention,are all coming along with customer perceived value.Among them, the female college students'feeling self-congruence effects purchase intention through the intermediary function of production's external characteristics perception,service quality perception,social and emotional value perception;the female college students'fashion self-congruence effects purchase intention through the intermediary function of production's external characteristics perception,service quality perception,social and emotional value perception;the female college students'fervor self-congruence effects purchase intention through the intermediary function of production's external characteristics perception,social and emotional value perception;...