Research On The Buyer's Relationship Between Fashion Product Decision And Consumer Behavior

Consumer reaction is mainly dominated by emotion,emotional impact or emotional expression is associated with consumers' sense of product attributes.It is hotly debated whether improving the display of goods or quality of goods will lead to different responses from consumers.This concept is applicable to products that can be objectively evaluated,such as electronic devices,when consumers consider products that are both functional(eg,practical)and hedonic(eg,entertainment)The signal implication can get complicated.Taking T-shirt as an example,When combined with fashion elements,consumers' understanding of "fit" will be different due to the influence of fashion trend,focusing on practicality as well as aesthetic.Designers have begun to focus on the visual design of the appearance of the product,and expect to stimulate consumers' positive emotional influence.Proper product design can lead to a cascade of reactions,such as consumer behavior and the cognitive ability behind the product.Therefore,the article considers that it is necessary to study the influence of product attributes on consumers' purchase behavior,and provide a theoretical basis for clothing buyer's product decision-making,product designer's quick positioning and enterprise marketing.The use of marketing,psychology,aesthetics and sociology theory,consumer response inspired study of product attributes and its effect,consider from the consumer's own factors,the influence factor model based on the design and verification of product attributes to stimulate consumer purchase intention,tries to reveal the psychological mechanism of consumer product consumption and the formation mechanism of purchasing behavior.(1)Through the literature reading and analyzing a large number of consolidation,the connotation of the concept clearly mentioned in the article,the research is summarized for the current academic circles of product attributes,including hedonic design and functional design,the functional design including structure,workmanship,fit;pleasure type design including theme,color and pattern etc..and this study defined consumer motivation for:pragmatism,hedonism.(2)The depth interview based on grounded theory,analysis of the actual current Chinese consumers purchase T-shirts of different attributes,the impact factor from the phenomenon of the actual consumption of t-shirt refined purchase behavior,reveal thebehavior of different stimulate consumer purchase product attributes of the psychological conduction mechanism and the mechanism of the formation of the conceptual framework of purchasing behavior.(3)Constructing the influencing factors model of consumer purchase intention under the stimulation of product attributes.Howard,Xie thought to construct model of consumer behavior and attitude theory as the theoretical basis of the model,according to the analysis results of grounded theory,put forward the hypothesis,formally identified the research model and research specific variables.(4)According to the above theoretical model and research hypothesis.The results show that the consumer has a negative effect on emotional reaction between the product attitude and purchase intention,and cognitive reaction has positive influence on product attitude and purchase intention;at the same time,consumer motivation has a modulating effect on the consumer behavior intention and psychological reaction.Self-concept has partial moderating effect on consumer response psychology and behavior intention.Finally,through the summary of qualitative and quantitative analysis of the above,can help clothing faster and more accurate grasp of consumer demand,to clarify the association between different product attributes and consumers,and provide a theoretical basis for fashion buyer product decision strategy,to allow the designer to stand on a higher perspective,in order to double the capacity of managers and designers to dialysis design,more accurate to meet consumer demand.