The Motivations for Fashion Shopping in China (SPSS Dataset)

In this study, 403 Chinese consumers generalizable to the broader population were surveyed on their motivations to shop for fashion apparel in both high street and e-commerce environments. Statistical analysis was undertaken through multiple T-Tests and MANOVA with the assistance of SPSS and G*Power.

To increase the profits of international brands, this paper presents the motivations of Chinese consumers to engage in fashion retail, building upon established theory in hedonic and utilitarian motivations. With China set to capture over 24% of the $212 billion fashion market, international brands need to understand the unique motivations of Chinese consumers in order to capitalise on the market. However, the motivations of Chinese people to engage in fashion retail are as yet undefined, limiting the ability for international fashion retailers to operate with prosperity in the Chinese market.

本研究对403位具有广泛代表性的中国消费者进行了调查，探究了他们在街头零售和电子商务环境中购买时尚服装的动机。通过SPSS和G*Power软件辅助，本研究采用了多种T检验和多元方差分析进行了统计分析。为提升国际品牌的利润，本文基于享乐和功利动机的既定理论，探讨了促使中国消费者参与时尚零售的动机。随着中国有望占据价值2120亿美元的时尚市场超过24%，国际品牌需深刻理解中国消费者的独特动机，以便充分利用这一市场。然而，中国消费者参与时尚零售的动机尚未明确界定，这限制了国际时尚零售商在中国市场的繁荣经营。