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.

本研究针对可推广至中国整体消费群体的403名中国消费者展开调研，询问其在实体商业街与电商两种购物场景下选购时尚服饰的动机。本研究借助SPSS与G*Power软件，采用多重t检验与多元方差分析（MANOVA）开展统计分析。为提升国际时尚品牌的营收水平，本研究基于享乐型动机与实用型动机的经典理论框架，剖析中国消费者参与时尚零售的动机。当前全球时尚市场规模达2120亿美元，中国市场将占据其中逾24%的份额，因此国际品牌需洞悉中国消费者的独特购物动机，方能抢抓该市场机遇。然而目前学界对中国消费者参与时尚零售的动机尚未形成明确定论，这制约了国际时尚零售商在中国市场实现盈利运营的能力。