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Research on the Influence Mechanism of Apparel Retail Marketing Management on Chengdu Consumers' Purchase Intention

Siyue Liang


With the continuous development of the socialist market economy and the complete opening of China's retail business to foreign investment, more and more foreign retail giants are aggressively attacking the Chinese retail market, making the competition in the retail market more intense. Under this background, if retail and commercial enterprises want to gain a firm foothold in the fierce competition, they must comprehensively strengthen the management of enterprises, especially the leadership of marketing, to increase consumers' willingness to purchase. Among many retail enterprises, clothing retail has a large audience and a wide range of consumers, making it an indispensable part of the retail industry. Therefore, this research uses the consumers in Chengdu to investigate the influence mechanism of clothing retail marketing management on consumers' purchase intention in the region and to provide feasible suggestions for developing clothing retail enterprises in Chengdu. The three research objectives are; to explore the willingness of consumers to buy apparel, to evaluate the influencing factors of retailing marketing management on consumers’ purchase intention in Chengdu, and to improve the future apparel marketing management in Chengdu.


Influence Mechanism; Apparel Retail Marketing Management; Purchase Intention

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Included Database


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DOI: http://dx.doi.org/10.18686/fm.v7i5.6510