Abstract
nvestigation on 298 seamless underwear consumers using consumer styles inventory (CSI) was carried out to measure the purchase intention of seamless underwear consumers. Eight factor models reflecting seamless underwear consumers shopping decision style, including perfectionist and hi-quality, price and value, novelty and fashion, confusion for over choice, recreational and hedonistic, habitual and brand–loyalty, impulsive and careless, brand-conscious, were proposed on the base of exploratory factor analysis and confirmatory factor analysis. Cluster analysis was employed to divide seamless underwear consumers into four categories, namely fashion-brand type, perfectionism type, value-orientation type, trendy-enjoyment type. This research established a foundation for seamless underwear enterprise in formulating brand marketing strategy efficiently.
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