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Vol.27, No.4(2020-8)(259-269) 
Investigate the Competitiveness of China’s Own High-end Fashion Brand in the International Boutique Market
探討中國自創高端服裝品牌在國際精品市場的競爭力
Chien-Teng Hsieh, Chien-Ti Lin
謝建騰, 林千堤
China is the most potential developing and the fast increasing country in luxurious country. This article mainly focuses on the Competitiveness of China’s Own High-end Fashion Brand in the International Boutique Market. Propose China government's policy of supporting the garment industry. To comprehend the fashion industry in China how to become from production to forming its own brand. The questionnaire consisted of consumer’s purchase intention, brand preference, purchase psychology. Use systematic sampling got 880 valid questionnaires for researching. Cronbach’s Alpha and KMO are 0.7 or more, and adopts ANOVA, Pearson and Chi-square test to go through hypothesis, verification and analyzation. The results of the analysis are as followed: The findings in the research: (1)All age of group has intention to buy China’s Own High-end Fashion Brand. (2)Customers who buy famous international brands also buy Chinese brands.
中國是全球最有發展潛力,且增長最為迅速的奢侈品市場,本研究針對中國自創高端服裝品牌在國際精品市場的競爭力,提出中國政府扶植服裝產業相關政策,了解中國服裝產業如何從中國製造提升到中國品牌。以問卷調查方式,研究消費者的購買意願、品牌偏好、購買心理,系統抽樣後得880份有效問卷,信度、KMO值均達0.7以上,研究中採用ANOVA、Pearson、Chi-square test來進行假設驗證分析。研究發現,所有年齡層都會購買中國自創高端服裝品牌,購買著名國際品牌之消費者也會購買中國品牌。
luxury, consumer psychology, purchase intention, Chinese nationality
奢侈品、消費心理、購買意願、中國民族性
Year Volume
2021 28.1 | 28.2
2020 27.1 | 27.2
27.3 | 27.4
27.5 | 27.6
27.7 |
2019 26.1 |
2018 25.1 |
2017 24.1 | 24.2
24.3 | 24.4
24.5 | 24.6
24.7 | 24.8
24.9 |
2016 23.1 | 23.2
23.3 | 23.4
23.5 | 23.6
23.7 | 23.8
2015 22.1 | 22.2
22.3 | 22.4
22.5 |
2014 21.1 | 21.2
21.3 |
2013 20.1 | 20.2
20.3 | 20.4
2012 19.1 | 19.2
19.3 | 19.4
2011 18.1 | 18.2
2010 17.4