The Study of Sichuan University Student Consumption Behavior and Attitude on the New Apparel Trend Platforms
Abstract
to adjust their product types to cope with the new market situation. Three research objectives were set: explore the influencing
factors of Sichuan university students’ consumption patterns in the latest apparel market, investigate the trend and practice for
adopting Sichuan University students’ consumption behavior, and suggest policies and ideas for apparel enterprises to improve
their market strategies. Four significant independent variables of consumption pattern of apparel, factors in apparel buying, apparel
buying frequency and price factor, and way and cause of buying apparel were set to test the relationship with student consumption
intention.
Keywords
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DOI: http://dx.doi.org/10.18686/ahe.v6i11.4932
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