服装大规模定制下中国文化及价值观对消费者购买行为的影响

研究表明中国消费者由于受到从众心理压力的影响可能并不会因为自我设计服装而提高其经济价值。因为拥有不同文化价值观的中国消费者对服装的大规模定制有不一样的认知价值。所以对于这些人,市场开发者们要使用不用的策略。文章的研究方向在于检测中国消费者对服装的大规模定制的反应和中国文化价值对这些反应的影响。

The Influence of Chinese Cultural Value on Consumer Purchasing Behavior Towards an Apparel Mass Customization

The study shows that Chinese consumers do not attach enhanced economic value to self-designed apparel probably because of the pressure to conform to group norms.Chinese consumers with different cultural values attach different perceived value to mass customization.Marketers may need to use different strategies when targeting consumers with different cultural values.This article is going to research the influence of Chinese cultural values on consumer purchasing behavior towards an apparel mass customization.