Research On Influencing Factors Of Apparel Brand Decision-making In Apparel Exhibition

The convention and exhibition industry has the reputation of "the bread of the city".With the acceleration of economic globalization,it has become an important part of China's modern service industry.Since the 21 st century,China's apparel industry has continued to grow and develop,but China still remains at the level of a "manufacturing country".Under the consumer-oriented economic environment,competition among apparel brands has became increasingly fierce.There are many benefits for brands to attend apparel exhibitions,but how to choose and which to choose have always been an urgent problem to be solved.Under this background,this research provides some suggestions for apparel brands by discussing the influencing factors of apparel brands' participation decisions.This paper firstly reviews related literatures at home and abroad on apparel exhibition,participation motivation,participation decision,consumer behavior decision,and so on.Combined with the results of in-depth interviews with apparel brand exhibitors and industry experts,this paper constructs a system model of influencing factors in participation behavior,and puts forward the research questions and assumptions.Then conducting empirical research through questionnaire survey,using SPSS19.0 software for descriptive statistical analysis,reliability and validity analysis,factor analysis,One-way ANOVA on the data.The following conclusions are obtained by verifying the problem and hypothesis.1.The influencing factors of the apparel brand's participation decision can be divided into three parts: the apparel brand's own factors,the apparel exhibition's own factors,and the external environment factors.The three parts have different influences on the apparel brand's participation decision.2.Six principal factors can be extracted from the influencing factors of the apparel brand's decision-making through the principal component analysis method,which are arranged in the order of influence weight: the exhibition audience factor,the apparel exhibition factor,the exhibition motivation factor,the external environmental factor,the internal characteristics of the company factor and the exhibitor factor.3.There are differences in the weights of various influencing factors of the decision-making behaviors of the apparel brands participating in different enterprise characteristics.4.Apparel brands have higher recognition of fashion weeks,professional apparel exhibitions,industry-exchange apparel exhibitions,large-scale comprehensive exhibitions,apparel art exhibitions,virtual apparel exhibitions,and lower recognition of government-led apparel exhibitions.Finally,on the basis of empirical research,from the perspective of qualitative and quantitative construction of the clothing brand exhibition strategy model,to provide a valuable reference method for brand participation decision-making,and pointed out the research deficiencies and prospects.