Intergenerational Compairsion Research On Chinese Consumers’ High-grade Clothing Brand Purchase Intention And Its Influencing Factors

With the rapid growth of economy, the enriching material resources，and the continuousimproving and enhancing people’s living standards，consumers not only remain in the materialsatisfaction for clothing consumption，they began to pursue the harmonious spiritual life andmaterial life，and pay attention to the taste and fashion and so on. The rise of the new clothingconsumption concept make the clothing consumption slowly focus on high-grade area which isone of the fastest growing areas in the domestic garment industry in recent years. Especially,many foreign high-grade clothing brands are entering and seizing crazily the domestic marketmake the competition between the apparel enterprises become more and more fierce. Because ofchinese consumers are so keen on foreign high-end clothing brands, it makes the development ofthe domestic high-grade clothing brands become more and more difficult. Then, what make theconsumers so be interested in high-grade clothing brands? What the value the consumers pursuefor when they purchase the high-grade clothing brands? If there is any difference between thedifferent generation consumers? To solve these problems, it will give us some new ideas aboutthe development of native clothing brands.In order to explore the relationship between the perceived value, culture and fashioninvolvement and purchase intention, the relationship between culture and perceived value, thisresearch is based on reviewing and combing a large number of domestic and internationalliterature, the perceived value theory and theory of reasoned action as the theory basis, andconstruct the relation model which will be tested through empirical methods between perceivedvalue, culture, fashion involvement and purchase intention.This paper uses the questionnaire survey method, makes the consumers of high-gradeclothing brands in each major and medium city all over the country as the study samples, anduses SPSS18.0and AMOSS17.0as the statistical software to analysize the collected data.According to the result of the data analysis, we obtain the following conclusions:Firstly， all generation consumers‘（this papaer mainly studies the consumers who wereborn in60’s to90’s）purchase intention for high-grade clothing brand is mainly influenced bygroup conformity, face saving, fashion involvement, emotional value, social value and functionalvalue (price/money), and the effect of these factors weakens by turns. Secondly，all generation consumers‘perceived value for high-grade clothing brand isinfluenced by their cultural values.Thirdly，to the consumers of60s, their purchase intention for high-grade clothing brand ismainly influenced by social value, and followed by group conformity, face saving, emotionalvalue and fashion involvement.Forth，to the consumers of70s, their purchase intention for high-grade clothing brand ismainly influenced by social value too, and followed by emotional value, group conformity, facesaving, fashion involvement and functional value (price/money).Fifth，to the consumers of80s, their purchase intention for high-grade clothing brand ismainly influenced by functional value (price/money), and followed by fashion involvement,group conformity, face saving and emotional value.Sixth，to the consumers of90s, their purchase intention for high-grade clothing brand ismainly influenced by face saving, and followed by fashion involvement, emotional value groupconformity.Seventh，for the consumers of60s to90s, their perceived value for high-grade clothingbrand weakens slowly in generally. The older generation‘s culture value is stronger than theyounger generation. The younger generation‘s fashion involvement is hiher than the oldergeneration. All generation consumers‘purchase intention for high-grade brand is strong, but theolder generation‘s performance is slightly stronger.Finally, through all the findings of this paper, we give some relevant marketing suggestionsto the domestic garment enterprises.