Fashion Life Style, Self-concept Will Impact Consumer Purchasing Intention

In the public eye, sometimes fashion is distant shinng which we can’t reach, andsometimes it is changes within reaching which we can’t hold. With the rapiddevelopment of economics, updating media information, fashion has been evolvedinto a kind of lifestyle. It is related closely between fashion and our life, and fashionlifestyle has influence on consumer purchasing intention. Based on this background,this article will lock fashion lifestyle and purchasing intention, and explore therelationship between two variables. In order to deepen this study, this articleintroduces self-concept whick is closely related to lifestyle, which test whether thereis a significant regulatory role between fashion lifestyle and purchasing intention.According to empirical analysis, this article has tested the relationship among thesethree variables, and the following conclusions: First, fashion lifestyle positivelyaffects purchase intention, especially fashion attitude. Second, self-concept ofconsumers positively affects purchase intention, especially social self-concept. Third,the different dimensions of self-concept have a significant regulatory role betweenfashion lifestyle and purchase intention, the real self-concept and ideal self-concepthave a significant regulary role between fashion attitude, interest, expectation, andpurchase intention. Social self-concept has a significant regulary role between fashioninterest, motivation, expectation and purchase intention. Fourth, fashion lifestyle，self-concept and purchase intentions are influented by different demographiccharacteristics variables. And fashion motivation is not affected by demographiccharaceristics variables. We can see that everyone has the motivation of pursuingfashion, no matter who is male or female, old or yong and so on. Fifth, based on thedifferent fashion lifestyle, consumers in Hangzhou can be divided into two groups, a"keen eye for fashion group" and "indifferent fashion group". Because two consumergroups have different consumeing characteristics, the path of their fashion attitude arealso different, exactly corresponding to the formation of the two paths of attitude inpsychology,"bottom-up" and "top-down".In orde to apply fashion lifestyle and purchase intention to marketing activities better,based on the conclusions and the characteristics of the two consumer groups, weprovide some marketing strategy recommendations, First, consumer groups segment,and culturing positive attitude to fashion; Second, pay attention to consumers’ social self-concept, introducing lifestyle and self-concept in clothing marketing activities...