The influences of fashion change on the apparel-buying behaviour of young generation in Hong Kong

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The influences of fashion change on the apparel-buying behaviour of young generation in Hong Kong


Author: Law, Ka-ming Derry
Title: The influences of fashion change on the apparel-buying behaviour of young generation in Hong Kong
Degree: Ph.D.
Year: 2002
Subject: Hong Kong Polytechnic University -- Dissertations
Fashion -- China -- Hong Kong
Teenage consumers -- China -- Hong Kong
Consumer behavior -- China -- Hong Kong
Department: Institute of Textiles and Clothing
Pages: xix, 314, 40 leaves : ill. ; 30 cm
Language: English
InnoPac Record:
Abstract: To understand the impact of fashion change and the corresponding influences on apparel-buying behaviour of young Hong Kong generation, various aspects were investigated which include clothing consumption practice, clothing satisfaction and deprivation, fashion leadership, fashion change thoughts, social and environmental influence and cross application of chaos theory. Both quantitative and qualitative methods were adopted to study the interaction among the mentioned aspects. For quantitative aspect, two surveys were carried out among young Hong Kong people. The findings showed that many young consumers enjoyed being fashionable, a high portion of them were fashion followers and many students fell into the categories of fashion opinion leaders. Concerning clothing satisfaction, subjectivity reflected the highest variance among most of the subjects. There were diverse opinions concerning clothing deprivation; which students depended on the factor of perceived need for new clothes whereas working subjects were affected by the opinion of peers. Towards young consumers' opinion on fashion change, results showed that there was no specific influence on particular framework but combined effect within various thoughts of fashion was found. To cause the combined effect of various fashion thoughts, the societal environment contributed a certain degree of influence on shaping consumers' attitude on fashion change. Among the external factors, the Japanese fashion was found as an important factor to influence the fashion change concept among young Hong Kong consumers because of the high degree of exposure of current apparel, perceived wearability and similarity between Chinese and Japanese. Further, to understand the particular phenomenon of the impact of fashion change on young Hong Kong consumers, the grounded theory approach was selected to collect and analyse subjects' personal opinion on fashion change and personal fashion consumption practice. Two conceptual models were developed to understand the clothing consumption behaviour in response to fashion change and the corresponding action on fashion consumption. For the chaotic fashion consumption model, ideas from the chaos theory were included. The model suggests that by considering the concept of system participation, the degree of positive and negative feedback loops and the qualitative pattern generated from bifurcation, short-term prediction of fashion acceptance among young consumers becomes possible. Lastly, academic and marketing implications are suggested for further study.

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