Consumer behaviour of pre-teen and teenage youth in China
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The purpose of this study is to investigate how age, gender, information sources andparent-child communication may influence Chinese pre-teen (9–12 years old)and teenage (13–18 years old) shopping behaviour. A quantitative research methodand a self-administered questionnaire was employed to measure the significanceof clothing evaluative cues, parent-child communication and shopping behaviour ofpre-teens and teens in the People’s Republic of China. In total, 273 usable datawere collected for this study. It is evident that peer influence was considered byrespondents as an important information source, followed by store displays. Parent–child communication also played an important role on clothing consumption. Inorder to meet the needs and aspirations of these young consumers, fashion designersshould pay attention to material selection and usage. In addition, fashion retailersshould focus on the visual and experiential aspects of the store environment inorder to build a stronger connection and resonance with these young consumergroups.
Abstract
The purpose of this study is to investigate how age, gender, information sources andparent-child communication may influence Chinese pre-teen (9–12 years old)and teenage (13–18 years old) shopping behaviour. A quantitative research methodand a self-administered questionnaire was employed to measure the significanceof clothing evaluative cues, parent-child communication and shopping behaviour ofpre-teens and teens in the People’s Republic of China. In total, 273 usable datawere collected for this study. It is evident that peer influence was considered byrespondents as an important information source, followed by store displays. Parent–child communication also played an important role on clothing consumption. Inorder to meet the needs and aspirations of these young consumers, fashion designersshould pay attention to material selection and usage. In addition, fashion retailersshould focus on the visual and experiential aspects of the store environment inorder to build a stronger connection and resonance with these young consumergroups.
참고문헌 (75)
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