The Analyses Of Influence Factors About Outdoor Clothing Brand Loyalty In Shenyang

With the rapid development of Chinese economy and the process of globalization, Chinese consumer’s concept has turned a lot. The concept of the brand has been deeply imprinted in Chinese consumers’hearts. Kinds of enterprises began to pay much attention to its own brand management. How to cultivate and improve their own brand of consumer loyalty, are the problems that all Chinese enterprises must to face. To enhance brand loyalty, the enterprises need to know the influence factors about brand loyalty, and how do they work.Outdoor clothing apparel industry as a new force suddenly rises. In recent years as a tenant, has attracted more and more attention of consumers. But how consumers choose their own loyalty brand in various outdoor brands? Which factors will have influence? Few people study on that, and this is the problem that this paper tries to discuss.First of all, based on the review of previous literatures, the paper discussed respectively from behavior loyalty and attitudinal loyalty two angle analysis of brand loyalty, and from enterprise own factor and consumer own factor. Put forward several assumptions and set up research model.Next, do the empirical study with interviews of related professionals, the literature and making questionnaire.Finally, we use spss19.0statistical analysis software to analysis data. Through factor analysis, the outdoor clothing brand loyalty consists of2factors, the influence factors are divided into7factors. Through regression analysis, the significantly affecting factors of the outdoor clothing behavior loyalty are described.The paper indicates that the advertising promotional factors, risk attitude factor, and product quality factor are the key factors affecting the consumers’ behavior’s loyalty. Self-image attitude factor and related groups attitude factors play weak roles. Related group attitude factors, convenience of purchase factors and product quality factors are the significant factors affecting attitude loyalty of outdoor clothing. Selfimage attitude factor and environmental attitude play the weak role.