A Study on the Impact of Apparel Industry Product Image on Customer Purchase Intention

Abstract

With the advent of the era of new media consumption, the new media market has shown great potential for development. Consumers are no longer limited to focus on the product itself when they generate purchasing willingness, and more depends on consumers’ perception of the overall image of the product. The product image has a strong ability to express information and maximize the power of the brand. Therefore, the product image has gradually become an significant factor that can increase competitiveness of products. In order to research the influence of product image on purchase intention, this paper demonstrates the perceived value of the apparel industry as a mediator through the emerging apparel industry, from following three dimensions: the visual image, quality image and social image of the product. The empirical results show that the visual image, quality image and social image of apparel industry have a significant positive impact on perceived value; the practical value and social value of perceived value have a considerable positive impact on purchase intention; the visual image, quality image and social image of the apparel industry products directly contribute to the customer’s willingness to purchase. Therefore, researching the product image from multiple perspectives makes the producers have a deep understanding of the customer’s willingness to purchase, which has milepost type in the whole industry.