The Variable Model Of Clothing Customer Perceived Value Under The External Cues

With the progress of times and economic standards improve, consumers want to buy not onlythe products itself but also the enjoyment and satisfaction in the consumption process.Consumers access to integrated value of the products through the comprehensive informationfrom the process, which called customer perceived value. In recent years, scholars at homeand abroad, the research of consumer behavior more and more, accurately grasp the consumermentality and consumer attention, which is conducive to the survival and development ofenterprises and to achieve a lasting source of profit.Clothing consumers rely on certain means to accurately grasp the information or value thatconveyed by products, so as to reduce the risk of purchase. Therefore, this paper aims atexploring the variable elements of indicators which drive customer perceived value and thusaffect their buying behavior.Based on cues theory, this paper leads to an assumption that the variable elements ofperceived value of female clothing consumer under the external cues. Through studying thefemale clothing consumers in Wuhan between20-35years old, analyzing their perceivedvalue needs, combination on two methods of qualitative research and quantitative research,and then using the SPSS principal component factor analysis to get the main eight factors,ultimately succeeding in building a variable model of female clothing consumer perceivedvalue. It will provide some information reference for the operation and marketing of brandclothing.