한국의류산업학회지 (Fashion & Textile Research Journal)

  • 제24권4호
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  • Pages.408-417
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  • 2022
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  • 1229-2060(pISSN)
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  • 2287-5743(eISSN)
한국의류산업학회 (The Society of Fashion and Textile Industry)
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Effect of Chinese Consumers' Ethnocentrism and Cultural Affinity on Purchase Intentions for Local Fashion Brands in the Context of "Guochao" Consumption

  • Wu, Yi Fang (Hubei University of Science and Technology) ;
  • Kim, Eun Young (Dept. of Clothing & Textiles, Chungbuk National University)
  • 투고 : 2022.07.03
  • 심사 : 2022.08.10
  • 발행 : 2022.08.30
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초록

This study developed a structural model to examine the relationships among consumer traits, self-brand connections, and purchase intentions for local fashion brands under "Guochao" consumption in China. An online survey with a self-administered questionnaire was undertaken through Chinese SNS tools to collect the data. A total of 276 usable responses were obtained from Chinese consumers who are residents in China. More females(n=174, +63%) than males (n=102, 37%) participated, and they were aged from 18 to 45 years old. The measurement model was confirmed to be reliable and valid. In the estimated structural model, the consumer traits of ethnocentrism and cultural affinity positively affected the self-brand connection, leading to purchase intentions for the local fashion brands. Specifically, the ethnocentrism factor indirectly affected the purchase intentions by mediating the self-brand connection, while the cultural affinity factor had significant direct effects on purchase intentions. Thus, a partial mediating effect of self-brand connection was found in the relationship between the consumer traits(ethnocentrism and cultural affinity) and purchase intentions of local fashion brands in the cultural "Guochao" consumption context. This study provides insights into extending the cultural theory of ethnocentrism relevant to self-brand connections and discusses the managerial implications for developing strategic global branding in the Chinese fashion markets.

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