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http://dx.doi.org/10.5805/KSCI.2012.14.2.251

Analysis of Wedding Behavior of Chinese Women in their 20's to 30's in Shanghai and Neighboring Cities  

Kim, Chil-Soon (Dept. of Textile and Clothing Design, College of Art and Design, Kyung Hee University)
Publication Information
Fashion & Textile Research Journal / v.14, no.2, 2012 , pp. 251-260 More about this Journal
Abstract
Nowadays, global wedding dress companies are interested in the Chinese wedding market because of expectations in consumption patterns of the post 80's generation. Therefore, wedding behavior, selection criteria for wedding dresses, and favored image by segmented groups targeting 20's to 30's Chinese women were studied to help the Korean wedding dress industry to establish their business in China. The survey was conducted in Shanghai city and three neighboring cities-Wuxi, Zhengziang, and Hangzhou-, and the primary data were analyzed using the SPSS program. As results, Chinese women thought that the wedding ceremony should be elegant and dignified, and they wanted to choose their favorite style rather than a recommended style. The criteria of selection were classified into four factors. Overall image and well fitting with their face and body were the most important factors in the selection of wedding dress. The most favored image was unique/novel image. Several favored images for their wedding dress were significantly different by occasion (ceremony day and photo shoot day) and education level. People of higher education level preferred more luxurious and classic image during the ceremony, and a classic and gorgeous image on the photo shoot day. A white dress and a colored dress for weddings were favored more than the Chinese traditional dress on both occasions. There was also a significant difference between general consumers and the wedding business employees in the quantity of wanted wedding dress.
Keywords
wedding behavior; wedding dress; Chinese women; marketing;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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