The Comparison Of Factors Influencing Chinese And Foreign Fast Fashion Clothing Purchase Intention Between H&M And Meters/bonwe

Under the circumstances of the global financial crisis, fast fashion clothing industry not onlydid not receive the impact, but development situation is good, lifted the fast fashion trend of theworld. Consumers are the key points of fast fashion clothing marketing. Product is the main partof consumption, which is also the fundamental for the sustainable development. My research inenvironmental psychology model S-O-R, explores the factors influencing the purchase intention,and the relationship between various influencing factors. Also I selected the Swedish fast fashionbrand H&M and domestic fast fashion brand Meters/bonwe as representatives, exploring thedifferences between Chinese and foreign fast fashion clothing purchase intention marketingfactors.The fast fashion clothing enterprise characteristic factors in the fashion design, update speed,color variety, the types of services and promotion were selected as stimulus (S), the emotional andcognitive factors in the characteristics of consumers were selected as organism (O), purchaseintention as response (R). The fast fashion clothing purchase intention factors were framed to putforward the research hypothesis and construct the hypothesis model. Then design scale for H&Mand Meters/bonwe, receiving432valid questionnaires. Using the reliability, validity and factoranalysis test data quality, then using the structural equation model analysis to12hypotheses, theinspection by the hypothesis testing results of hypothesis model is revised, to provide somepractical significance for H&M and Meters/bonwe.Through this study, the stimulus on the impact of mood, for the fashion design and updatespeed, the effect on Meters/bonwe is more significant than H&M. For the service type andpromotion, the effect on H&M is more significant than Meters/bonwe. The stimulus on the impactof perceived value, for the style design, the effect on H&M is more significant than Meters/bonwe. For the update speed, service type, promotion, the effect on Meters/bonwe is more significantH&M. Practical significance for two enterprises are as follows. Practical significance for H&M:1)improve the quality of clothing;2) implementation of a variety of promotions. Practicalsignificance for Meters/bonwe:1) promote the independent innovation design ability;2) set up arapid response mechanism;3) customer oriented service experience;4) build brand connotation.At the same time, the research results help fast fashion clothing enterprise knowledge of the fastfashion consumer psychological cognitive factors and decision-making process and realize fastfashion sales effectively promoted the importance of consumer sentiment.