Research On The Influencing Factors Of College Students' Purchase Behavior Of Handu Yishe Fast Fashion Clothing Brand

In recent years,the brand value of foreign fast fashion clothing is quickly consumed.They excessively pursuit of the "quick response" production concept and neglect the quality of clothing.These lead to crisis of consumer confidence and domestic consumers ? enthusiasm“lower the temperature”.At the same time,domestic fast fashion clothing brand represented by HSTYLE is rapidly emerging in China.In the market environment,this paper proposes the factors influencing the purchase of HSTYLE by young groups represented by college students.And provide some relative suggestions about the future development to HSTYLE and domestic fast fashion clothing brand.The paper is based on the research results of relevant scholars.According to the questionnaire results,deriving the consumption characteristics of college students in HSTYLE.On the basis of the characteristics and according to consumer purchasing behavior theory and its influencing factors theory and S-O-R theory,the eight influencing factors chose are used as stimulus for consumer purchase behavior,consumers? satisfaction in purchasing is considered an organism,consumers ? repurchase intention and recommend purpose look as response.Then establish a stimulating factor-organism-reaction thinking framework and analyze the impact mechanism between influencing factors and purchasing behavior by SPSS and AMOS21.0.There are six chapters,the specific contents are as follows:Chapter 1,introduction,the content includes the research background,significance of this paper,related domestic and international literature review,research content,methods,innovations and deficiencies.After combing relevant research results from home and abroad,I found the vacant part of the research and propose that the influencing factor of purchase behavior of HSTYLE by undergraduates add to innovations and deficiencies.Chapter 2,conception definition and theoretical basis.Introduce the concepts of fast fashion and consumer buying behavior.According to the needs of the theory,the factors affecting the purchase behavior of consumers are divided into four parts: personal intrinsic factors,external environmental factors,marketing factors and social media factors that influence the consumers?behavior.Then analyze the purchase behavior of HSTYL by undergraduate in the four factors.Chapter 3,the characteristics of undergraduates' clothing consumption in HSTYLE.According to the survey report on the consumption of undergraduates,I summarize that there is a difference in consumption in personality;product information?price and service are essential factors;focus on product features and convenience of online shopping;characteristics of social group effect.It lays a foundation for studying the factors affecting the purchase behavior of HSTYLE.Chapter 4,structural equation model analysis of the questionnaire of college students' influencing factors on the purchase behavior of HSTYLE.On the basis of S-O-R theory add to personal intrinsic factors,external environmental factors,marketing factors and social media factors that influence the consumers? behavior,propose the research hypothesis and choose the eight specific factors including product trait,simplicity of operation,product information,social bond,convenience,price,best deal and social media.I analyze the influence mechanism of satisfaction,repurchase intention and recommend purpose by the eight specific factors.In addition to,the influence mechanism between repurchase intention and recommend purpose.Chapter 5,analysis of marketing strategy of HSTYLE that based on college students' consumption characteristics.First,introduce the relevant situation of HSTYLE.Then,in three factors,like,fast update,small batches and brand personalization;internet marketing;product pricing,I think that the marketing strategy of HSTYLE can well meet the purchasing needs of college students and embody the factors that influence the purchasing behavior to some extent.Marketing strategies of HSTYLE are effective and successful for college students,a young consumer group.Chapter 6,suggestions to HSTYLE in the future development.According to result of research from Chapter 5,for the future development,propose the four suggestions : implement the consumption needs of “everyone has their own view”;strengthen the brand value of consumers;take the word-of-mouth effect of social relations;tap the potential of social media to consideration.