A Cross-National Study of Apparel Consumer Behaviour and Consumption between Canada and China

Rahman, O, Chen, Z and Gao, X (2016) A Cross-National Study of Apparel Consumer Behaviour and Consumption between Canada and China. In: 4th International Conference on Contemporary Marketing Issues (ICCMI) 2016, 22 June 2016 - 24 June 2016, Heraklion Greece.

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Abstract

To understand the shopping behaviour of both fashion leaders and fashion followers, the current study was undertaken to investigate the following areas in a cross-national perspective: fashion information sources, buying motives and patterns, and product evaluative criteria. A Domain Specific Innovativeness (DSI) Scale was adopted and data was collected through questionnaire surveys carried out in Canada and China. According to the results of this study, Canadian fashion leaders were found to be relatively more concerned about the aesthetic aspects of clothing, while fashion followers were more focused on practical attributes. However, there were no significant differences between leaders and followers in terms of using product cues as evaluative determinants for apparel products in China. In addition, the internet could play an important role for fashion leaders during their shopping process, and fashion followers were found to rely more on their friends and siblings for fashion information.