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服装设计与工程外文翻译外文文献英文文献台湾消费者与美国消费者服装购买心理差异的研究

原文出处：

Hsiu-JuHsuandLeslieDavisBurns.ClothingandTextilesResearchJournal[J].ZhejiangUNIV，2002，20

（2）：

246～252.

ClothingEvaluativeCriteria:

ACross-NationalComparisonof

TaiwaneseandUnitedStatesConsumers

Abstract

TaiwaneseandUnitedStatescollegewomenwerecomparedregardingtheimportancetheyplacedontheevaluativecriteriatheyusedwhenpurchasingaspecificclothingitemforthemselves.OnehundrednineteenTaiwaneseand84UnitedStatescollegewomencompletedself-administeredquestionnaires.Seven-pointscaleswereusedtomeasuretheimportanceof12clothingevaluativecriteria:

fabric,comfort,size/fit,quality,locationofmanufacturer,color,howpleasingitwastoothers,brandname,appropriatenessforcampuswear,price,style,andcoordinationwithotherclothing.Thefindingsindicatedthattheimportanceplacedonclothingevaluativecriteriawasverysimilarbetweenthetwogroups.Inaddition,thesize/fitcriterionwasfoundtobethemostimportantcriterionforbothgroups.Cross-nationalcomparisonstudies,suchasthisone,thatfocusontheconsumerdecision-makingprocessmayprovideimportantinformationtomarketersintheirdevelopmentofinternationalmarketingstrategies.

KeyWordsconsumerbehavior；consumerdecision-making；evaluativecriteria；cross-national

TheinternationalmarketingofAmericangoodsandservicesisofincreasingimportancetotheUnitedStateseconomy（Husted,Varble,&Lowry,1992）.Inordertobesuccessfulintheglobalmarket,anunderstandingisnecessaryregardingtheextenttowhichconsumersfromdifferentnationsevaluategoodsandservices.Basedontheresultsofnumerousstudies,modelshavebeendevelopedtoserveasframeworksfortheexplanationaswellaspredictionofthecomplexitiesofconsumerbehavior.OnesuchmodelistheEngel,Kollat,andMiniard（EKM）modelofconsumerdecision-making（Engel,Blackwell,&Miniard,1995）.TheEKMmodelincludesfourstagesofconsumerdecision-making:

（1）informationinput

（2）informationprocessing,

（3）thedecisionprocess

（4）variablesinfluencingthedecisionprocess;themodel“isbasedonlearningprocesses,withemphasisupontheinformationsearchprocess”（Zaltman&Wallendorf,1979,p.541）.

Authors’Addresses:

Hsu,Hsiu-Ju,DepartmentofApparel,NationalPingtungUniversityofScienceandTechnology,1,HseuhFuRoad,Neipu,Pingtung,91207,Taiwan,R.O.C.,hsu@mail.npust.edu.twandLeslieDavisBurns,AIHM,Milam224,OregonStateUniversity,Corvallis,OR97331-5101,Leslie.Burns@orst.edu.

Priortotheinformationinputstage,theindividualrecognizesaneedthatmaybemetthroughthepurchaseprocess.Oncetheneedisrecognized,theindividualselectsinformationabouttheproductthrougheitheraninternalsearchprocessincludingindividualmemoryand/orthroughanexternalsearchprocessifadditionalinformationisrequired.“Informationprocessingreferstotheprocessbywhichastimulusisreceived,interpreted,storedinmemory,andlaterretrieved”（Engel,etal.,1995,p.472）.Theinformationprocessingstagefollowsfivesteps:

theconsumer’sexposureto,attentionto,comprehensionof,acceptanceof,and,finally,retentionofinformation.Thedecisionprocessstagefollowssixsteps:

needrecognition,searchforinformation,pre-purchasealternativeevaluation,purchase,consumption,andpost-purchasealternativeevaluation.

Thevariablesinfluencingthedecisionprocessconsistofthreecategories:

environmentalinfluences,individualdifferences,andpsychologicalprocesses.Environmentalinfluencesincludeculture,socialclass,personalinfluences,family,andsituation.Individualdifferencesconsistofconsumerresources,motivationandinvolvement,knowledge,attitudes,personality,values,andlifestyle.Psychologicalprocessesincludeinformationprocessing,learning,andattitudeandbehaviorchange.Thepresentstudyexaminedtherelation246ClothingandTextilesResearchJournal.

Shipbetweenculturalinfluencesandtheimportanceplacedonevaluativecriteriausedinthepre-purchasealternativeevaluationstepofthedecisionprocessstage,therebytestingaspectsoftheEKMmodelusingacross-nationalsample.

Fromaconsumerbehaviorviewpoint,cultureis“asetofvalues,ideas,artifactsandothermeaningfulsymbolsthathelpindividualscommunicate,interpret,andevaluateasmembersofsociety”（Engel,etal.,1995,p.611）.AccordingtoEngel,Blackwell,andMiniard（1995）,“[c]ultureaffectsthespecificproductspeoplebuyaswellasthestructureofconsumption,individualdecisionmaking,andcommunicationinasociety”（p.615）.Additionally,“[t]heeffectsofculturemayvaryfromcountrytocountry”（Robertson,Zielinski,&Ward,1984,p.555）.Therefore,inthepresentstudy,culturewasoperationallydefinedasthecultureofaspecificnationaccordingtoEngel,Blackwell,andMiniard’s（1995）definitionofculture.ComparisonsweremadebetweenconsumersfromTaiwanandtheUnitedStates.

Thetwocountrieswereselectedforcomparisonforseveralreasons.Mostconsumerbehaviorresearch,includingmostresearchtestingaspectsoftheEKMmodelofconsumerdecision-makinghaveexaminedconsumersfromtheUnitedStates.Therefore,theexaminationofUnitedStatesconsumerswouldallowustocomparetheresultsofthisstudytothesepreviousstudies.Taiwanwasselectedbecauseithasbecomeanattractiveinternationalmarketduetoitsrapideconomicgrowthinthelastfortyyearsofthe20thcentury.“TheTaiwanmarketmayseemsmall”but“itsrecordofphenomenaleconomicgrowth,strongconsumerdemand,andimprovementsinmarketaccessforUnitedStatesgoodsandservicesmakeitaparticularlyattractivemarketforbothexperiencedandnew-to-marketexporters”（Droker,Sander,DeVos,&Duvall,1989,p.2）.Infact,exportsofgoodsandservicesfromtheUnitedStatestoTaiwanhaveincreasedfrom$4.7billionin1985to$24.38billionin2000（UnitedStatesDepartmentofCommerce,2001b）.ThishasresultedinTaiwanbeingtheseventhlargestexportmarketfortheUnitedStates（UnitedStatesDepartmentofCommerce,2001a）.Inaddition,theagreementbetweentheUnitedStatesandTaiwan,reachedin1998aspartofTaiwan’sWorldTradeOrganizationaccessionpackage,hasmadeaccessforU.S.goodsandserviceseasierprimarilythroughthereductionofTaiwanimporttariffs.Thus,withitsstrongeconomy,Taiwanisconsideredan“excellentmarketforU.S.firms”（AmericanInstituteinTaiwan,2000）.

InexploringconsumerbehavioramongtheTaiwanese,thecultureofTaiwanmustbetakenintoconsideration.Taiwan’scultureisinfusedwithConfucianinfluences;specificallyConfucianidealsofmoderationinconsumptionthatmayinfluencehowTaiwaneseconsumersevaluateclothing.SuchidealsmaybemanifestedinavaluationofpriceandmoderationinTaiwaneseconsumerexpenditures.However,attheturnofthe21stcentury,alongwiththeseConfucianidealsisthevalueofconspicuousconsumptionthatlikelyinfluencesconsumerdecision-makinginTaiwan.Thus,bycomparingconsumersintheUnitedStateswiththoseinTaiwan,wecanbetterunderstandculturalinfluencesonconsumerdecision-makingamongTaiwaneseconsumers.

ThepresentstudycomparedTaiwaneseandUnitedStatescollegewomenregardingtheimportancetheyplacedonclothingevaluativecriteria.Evaluativecriteriaweredefinedas“theparticulardimensionsorattributesthatareusedinjudgingthechoicealternatives”（Engel,etal.,1995,p.208）.Manyresearchershaveinvestigatedevaluativecriteriarelatedtoclothing.However,thetermsusedandthewayinwhichcriteriahavebeenclassifiedhavevariedamongthestudies.Themostfrequentlyusedclothingcriteriaexaminedbyresearchershavebeenprice,style,quality,size/fit,color,fabric,brandname,andcountryoforigin（Cassill&Drake,1987;Davis,1987;Eckman,Damhorst,&Kadolph,1990;Jenkins,1973;Martin,1971-72;McLean,Roper,&Smothers,1986;Workman,1990）.Researchershavefoundthemostimportantevaluativecriteriarelatedtoclothingtobeprice,styleordesign,suitabilityorappropriatenessforaspecificsituation,fibercontent,cutorfit,howpleasingitwastoothers,coordinationwithotherclothing,comfort,andcolororpattern（Davis,1987;Eckman,etal.,1990;Jenkins,1973;Martin1971-72;McLean,etal.,1986;Workman,1990）.Therefore,theimportanceplacedon12evaluativecriteria（price,style,quality,size/fit,color,fabric,brandname,locationofmanufacturer,suitability,howpleasingitwastoothers,coordination,andcomfort）wasexaminedinthepresentstudy.These12criteriawereselectedonthebasisofthecriteriafoundintheliteraturetobemostimportantwhenclothingispurchasedandthemostfrequentlyusedclothingcriteriainvestigatedbypreviousresearchers.

Currently,fewstudieshavefocusedoncross-nationalcomparisonsofconsumers’useofclothingevaluativecriteria.LeeandBurns（1993）foundsignificantdifferencesintheimportanceplacedonclothingevaluativecriteriabetweenKoreanandUnitedStatesfemaleundergraduatestudents.Inthisstudy,femalecollegestudentsfromtheUnitedStatesindicatedthatcriteriaassociatedwithfashionandattractivenessweremoreimportantthandidfemalecollegestudentsfromKorea.Additionally,Hsiao（1993）examinedAmericanandTaiwanesefemalecollegestudentsintheUnitedStatesandfoundthetwogroupshadsimilarimportancerankingsofclothingevaluativecriteria.However,inHsiao’sstudy,theTaiwanesesubjectshadlivedintheUnitedStatesbetweenoneandfouryears.

Therefore,inthepresentstudyweattemptedtounderstandbettertheinfluenceofcultureonconsumerdecision-maki