Factors Influencing the Purchase Intention and Behavior of Generation Y Women Towards Fashion Products in Chengdu, China
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Abstract
Purpose: This research aims examine relationships among brand, perceived quality, attitude, loyalty, trust, purchase intention, and purchase behavior. Furthermore, it intends to explore their influence on the purchasing decisions of female Generation Y consumers in Chengdu. Research design, data, and Methodology: The distribution of questionnaires was meticulously carried out to ensure representation from 500 female individuals belonging to Generation Y who had prior purchasing experience with three specific brands: UNIQLO, ZARA, and GAP. The researcher performed several statistical analyses to evaluate the reliability and validity of the constructs in the conceptual framework. Reliability analysis was employed to assess the consistency and stability of the measurement scales used in the questionnaire. The researchers employed confirmatory factor analysis (CFA) to assess the model's fit, reliability, and construct validity. Hypotheses were tested using structural equation modeling (SEM). Results: The study revealed that brand, attitude, loyalty, and trust influence customers' purchase intentions. Notably, purchase intention insets a significant impact on customer purchase behaviors. Nevertheless, perceived quality has no significant impact on purchase intention. Conclusions: This study seeks to offer valuable insights into the dynamics of female Generation Y consumers within Chengdu's fast fashion industry, underlying motivations driving their purchase intentions and behaviors.
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