A Study of Apparel Consumer Behaviour in China and Taiwan

Rahman, O, Fung, BCM, Chen, Zhimin, Chang, W and Gao, X (2018) A Study of Apparel Consumer Behaviour in China and Taiwan. International Journal of Fashion Design, Technology and Education, 11 (1). pp. 22-33. ISSN 1754-3266

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Abstract

To understand consumer behaviour and preferences for apparel shopping in Asia, the current study was undertaken to investigate the following three topics in China and Taiwan: online and offline shopping behaviours, product evaluative criteria and fashion information sources. Data was collected through questionnaire surveys carried out in mainland China and Taiwan. According to the results of this study, both Chinese and Taiwanese women shopped more frequently than men. Chinese consumers shopped more frequently online than did their Taiwanese counterparts. Both Chinese and Taiwanese consumers cited “fit” and “comfort” as the two most important evaluative criteria for clothing, while “brand name’ and “country of origin” were the least important cues. Both Chinese and Taiwanese participants cited “friends” to be their most important fashion information sources, with “siblings” and “parents” being the two least important sources.