Effect of lifestyle on apparel consumption of chinese and american consumers

摘要

The purposes of this study were to determine (1) similarities and differences in the lifestyles of chinese and American consumers, (2) the impact of lifestyles on apparel consumption, and (3) the implications for textile marketers. The Engel, Blackwell and Miniard (1995) Consumer Decision Process Model served as the conceptual framework. Activities, Interests, and Opinions (AIO items) were used to determine the lifestyles of Chinese and American consumers and lifestyle effect on apparel consumption. A written questionnaire was adapted from the literature and distributed to two groups of consumers (Chinese, American; N=60). The convenience sample for this pilot study included student and employed consumers (age 18-47). T-tests were used to determine differences between the two groups.