Research On Clothing Style Preference Based On Consumers’ Personality And Mood

In the fierce competition in apparel market, a large number of local brands and online private brands have emerged in the past years. However, the product homogenization leads to difficult to distinguish and recognize different brands in the market, which is one of the most significant obstacles of the development of local clothing brands. In addition, some survey results have shown that clothing style plays an important role when consumers choose garments. So the clothing brands, which can attract consumers and seize their preference by different design style, will stand out from numerous competitors. But usually, consumers generate preference after they contact with a certain design and a series of mental activity rather than immediately. Therefore, this article focus on the generation process of style preference and the effect of various factors by draw the knowledge of consumer psychology.Based on the theories of consumer psychology、consumer preference、emotion、product mood and personality, this article established"consumer preference of clothing style" model and developed a related questionnaire. Finally, this research got241valid samples online which account for81.4%of the total samples. The normality、reliability and validity of questionnaire were tested by SPSS17.0. Then, the path of the theoretical model and moderating effect of personality were verified by Structural Equation Modeling (SEM) of AMOS and Hierarchical Regression Analysis of SPSS. Further discussions of the results were also given.The main results are as follows:(1) The results of questionnaire show that:female students will experience more positive mood than negative mood when they contact with different clothing styles. Among the mood that can affect consumers’preference, there are five kinds of positive mood (comfortably、satisfaction、 praise、happy and relax) and four kinds of negative mood (boredom, loss, disappointment, depression). Most of the female students prefer casual style, brisk style and elegant style clothing, but are low interest in classic style clothing. Besides, the clothing style preferences of female students.who come from different professional, different growth and learning environment, different consumption levels and belonging to different personality, is not all the same.(2) The theoretical model is corrected by parameter estimates and fit index method. The corrected model include two interactive effects:①Mood plays an interactive role in the formation process of the consumer style preferences. But, positive mood has direct effects to both cognitive preferences and emotional preferences, while, negative mood only has a significant direct effect to emotional preferences.②Cognitive preferences and emotional preferences play an interactive role on the relationship between emotional preferences and behavioral intentions preferences.(3) The result of Hierarchical Regression Analysis indicate that:personality can moderate the relationship between mood and preference. But only the two dimensions, extraversion and openness, have positive role between negative mood and preferences.That is to say, consumers, who are open and outgoing, will be even more disgusted one clothing style than other people when they experience negative mood.(4) Consumers’ preference for clothing style consists of three dimensions:cognitive preference, emotional preference and behavioral intention preference. These dimensions arc not formed simultaneously, behavioral intention preference formed on the basis of cognitive preference and emotional preference.Clothing style preference model which based on consumers" personality and mood and the test of effects of various elements will provide reference to garment enterprises whose target consumers arc young ladies, especially to the online private brands.