The Influence of Clothing Style on Consumers’ Perceptive and Behavioral Reaction

Abstract

The purpose of this study was to investigate the influence of clothing style on consumers’ perceptive and behavioral reaction, using questionnaire approach. By factor analysis, three perception factors, including fashionable-feeling, elegant-feeling and pure-feeling, are extracted. By one-way ANOVA, the difference of perceptive and behavioral reaction evoked by different style was compared. By stepwise multiple regression analysis, the effect of consumer perception on behavior was investigated. The result shows different clothing style trigged different consumers’ perceptive and behavioral reaction. Consumers’ perception has significantly influence on behavior. Fashion designers and merchandisers should pay more attention on consumers’ perception which drives their behavior.