Proceedings of the 5th Management Science Informatization and Economic Innovation Development Conference, MSIEID 2023, December 8–10, 2023, Guangzhou, China

Research Article

Research on the Impact of Fast Fashion Clothing Store Experience on Consumer Purchase Intention Based on Regression Analysis

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  • @INPROCEEDINGS{10.4108/eai.8-12-2023.2344781,
        author={Chingchien  Yang and Fangjun  Song and Huipin  Chang and Shuhua  Lin},
        title={Research on the Impact of Fast Fashion Clothing Store Experience on Consumer Purchase Intention Based on Regression Analysis},
        proceedings={Proceedings of the 5th Management Science Informatization and Economic Innovation Development Conference, MSIEID 2023, December 8--10, 2023, Guangzhou, China},
        publisher={EAI},
        proceedings_a={MSIEID},
        year={2024},
        month={4},
        keywords={experience marketing; fast fashion; visual merchandising; perceived value; purchase intention},
        doi={10.4108/eai.8-12-2023.2344781}
    }
    
  • Chingchien Yang
    Fangjun Song
    Huipin Chang
    Shuhua Lin
    Year: 2024
    Research on the Impact of Fast Fashion Clothing Store Experience on Consumer Purchase Intention Based on Regression Analysis
    MSIEID
    EAI
    DOI: 10.4108/eai.8-12-2023.2344781
Chingchien Yang1, Fangjun Song1, Huipin Chang1,*, Shuhua Lin1
  • 1: Shaoguan University
*Contact email: dejyhpcarole@qq.com

Abstract

This study is a confirmatory research to verify the impact of store experience on the purchase intention of fast fashion clothing consumers. It finds t that the experience of customers does indeed affect their purchase intention, and the two main influencing dimensions are the commodity itself and the store environment. Perceived value, personnel service, and visual merchandising also have a positive impact on purchase intention of fast fashion clothing consumers.