Horizontal and vertical differentiation of consumers’purchasing behavior- A case study of function-fashionable fibers
Date Issued
2015
Date
2015
Author(s)
Huang, Yun-Hua
Abstract
Consumers’purchasing behavior is complicated of many reasons. Realizing consumers’ perspectives on products can help manufacturers and retailers to develop or sell new products. This research is focusing on horizontal and vertical differentiation on function-fashionable fibers, the most famous fibers nowadays. We would also like to know how consumers’ purchasing behavior, such as information searching, product knowledge and customer perceived value, will impact on purchase intentions. Simontaneously, we analyze the degree of involvement as a moderator to see whether it will disturb between those behavior and purchase intension. Fuctional fibers are most used in sports and outdoor textiles. With lifestyle changing, functional fibers with fashion are more and more on the market, called “function-fashionable fibers”. Fashion and outdoor brands try hard to combine fashion and function together to expand their market size. This research is developed by quantitative analysis and structural equation model with questionnaire. We discussed about consumers’ perspective on two product attributes, function and fashion, and also analyzed purchasing behavior’s effects on purchase intensions. The results demonstrate that single function is vertical attribute, multiple functions will be considered as single function as vertical attribute. Consumers’ purchasing behavior is positive effect on purchase intentions. Furthermore, the degree of involvement actually caused the disturbance between those behavior and purchase intension.
Subjects
horizontal differentiation
vertical differentiation
purchase intentions
structural equation model
function fibers
function-fashionable fibers
involvement
Type
thesis
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ntu-104-R02546015-1.pdf
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