Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Effect of Fashion Product Popularity and Type on Purchase Intention in China's Open Market

중국 오픈마켓 패션상품의 인기도와 유형이 구매의도에 미치는 영향

  • Wenke Sang (Dept. of Overseas Business, NAAHGA Co., Ltd.) ;
  • Yang-Suk Ku (Dept. of Clothing & Textiles, Kyungpook National University) ;
  • Hyun-Hee Park (Dept. of Fashion Design, Kyungpook National University/Center for Beautiful Aging)
  • 상원커 ((주)나아가 해외사업부) ;
  • 구양숙 (경북대학교 의류학과) ;
  • 박현희 (경북대학교 패션디자인 전공/장수생활과학연구소)
  • Received : 2024.01.08
  • Accepted : 2024.01.29
  • Published : 2024.04.29
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Abstract

This study aims to explore the influence of product popularity signals on purchase intention in China's open market, with a focus on understanding the interaction effect of fashion product types. The popularity signals were measured through sales volume and review volume. For the experiment, a 2 (sales volume: high vs low) × 2 (review volume: high vs low) × 2 (fashion product type: trend vs basic) factorial design was employed. The findings of this study are summarized as follows. First, sales volume and review volume, as signals of the popularity of fashion products, did not appear to have a direct effect on purchase intention. Second, the impact of fashion product popularity on purchase intention was found to be contingent on the type of fashion product. When purchasing trendy fashion products, purchase intention was found to be higher under low popularity conditions compared to high popularity conditions. When purchasing basic fashion products, purchase intention was found to be higher under high popularity conditions compared to low popularity conditions. These findings contribute valuable insights for developing marketing strategies that leverage popularity signals for fashion products in China's open markets. Furthermore, the study improves understanding of online fashion product purchasing behavior among Chinese consumers.

Keywords

References

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