Comparative Study On Spa Brand Purchasing Behavior Of Late 80s Female Between Korea And China

After China entered into WTO, rapid development of economy, people income level, education level and living standard also raise. When pattern of consumption expenditure exceedingly changed. Chinese market has beginning to open to outsider completely, the clothing enterprise enters into China are constantly increasing. At the same time, after the reform of China, opening up the only child policy era, female consumer born after the 80 s transform China’s consumer spending patterns of clothing business. They are the core consumer market in China that lead the Chinese consumer culture.At present, the Chinese market is the largest market in the world. South Korean clothing enterprises, especially fast fashion brand companies are also accelerating into the Chinese market. To master the purchasing behavior of Chinese and Korean consumers is the process which are essential to Korean fast fashion brand enterprise. Until now, there are a lot of research about Chinese and South Korean consumers, but for the comparison research of the female consumers who were born after the 80 s in China and South Korea very few. As a result, female who were born after the 80 s in China and South Korea are the target of this research study, the fast fashion brand consumer behavior research. To have an in-depth exploration between Chinese and South Korean consumers fast fashion brand purchasing behavior characteristics comparison. Also for South Korea’s fast fashion brand enterprise to draw up concrete strategy providing useful information, therefore, this research is valuable.This study use consumer behavior of Chinese and South Korean female who were born after the 80 s as a starting point by theoretical and empirical rese arch methods, on China and South Korea born after the 80 s female consumer fast fashion brand purchase behavior : a comparative study. First, this paper use literature research, to use Chinese and South Korean female who were born after the 80 s fast fashion brand purchasing behavior related concepts to carry out definitions and explanations: summed up the relevant theory of consumers born after the 80 s, theory of female consumers, clothing purchase behavior theory, fast fashion brand theory and brand attitude theory, forming a theoretical basis of this thesis. This thesis study aim to use Chinese and South Korean female born after the 80 s as questionnaire survey target, by using statistical software SPSS 20.0 for questionnaire data frequency analysis, reliability analysis, validity analysis and t-test. Through the frequency analysis, Chinese and South Korean female consumer born after the 80’s fast fashion brand purchasing behavior characteristic result. Through t test analysis, Chinese and South Korean female consumer born after the 80’s of fast fashion brand purchasing behavior’s similarity and differences points. Finally, this thesis based on Chinese and South Korean female consumer born after the 80’s fast fashion brand purchasing behavior analysis and comparative analysis as result. On the basis of Chinese and South Korean female consumer group born after the 80’s fast fashion brand purchasing behavior study, to propose marketing strategy, and to provide as a consultation for South Korea’s fast fashion brand enterprise.