Study On The Effect On Purchase Behavior Of Fast Fashion Brand Imagine

Competition between foreign fast fashion clothing brands, and with the competition between local clothing brands in China has risen from product competition to brand competition, As the core of the brand, Brand image is not only the source of brand value, but also the core aspect of brand competition. This Article is based on the research of the impact of fast fashion clothing brand image on consumers’ purchase behavior, in order to explore the weights of the factors that affect consumers’ purchase behavior.First of all, combining theoretical analysis with literature research, according to the characteristics of the clothing industry, and using the beil brand image model to construct the index system of fast fashion clothing brand image: Corporation image, product and service image, user imagine.To design measure form of relationship between brand image and consumers’ purchasing behavior, which is suitable for our country consumers’ characteristics.Second, taking fast fashion clothing brands such as ZARA, H&M, C&A as investigation object, and consumers who have fast fashion clothing experience as investigation sample, making 300 questionnaires survey at Wanda plaza, joy city and lerthai center in Hebei province, then using SPSS software to analyze the survey data. Through correlation analysis and factor analysis from the enterprise image, product and service image and user image from three aspects, it is concluded that the company reputation, the product design and price, user characteristics, customer shopping experience, service philosophy and corporate culture of six key indicators are the main factors affecting consumers’ purchase behavior.Thirdly, using the regression analysis, consumers’ purchase intention as dependent variable, six key indicators as independent variables to build brand image regression equations. It is concluded that the company reputation has a remarkable impact on consumers’ purchasing behavior, followed by the product design and price, user characteristics, finally the customer shopping experience and service philosophy. But corporate culture does not appear in the regression equation.Finally, according to the weights of key indicators of fast fashion clothing brand image that affect consumers’ purchase behavior, combined with present fast fashion clothing industry development situation, to put forward reasonable suggestions for the enterprise brand image shaping and maintenance.