A Study on Motivation and Factors That Influence Chinese Consumers’ Patronage of Cheongsam
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Abstract
Understanding the consumption behavior of customers for specific products is crucial to the success of businesses. The cheongsam, a traditional costume for Chinese women, acts as a representative symbol of China and often appears on the international stage. The fashion trend of the cheongsam has been shaped by the cultural preferences, awareness, and lifestyles of people during specific historical periods. Therefore, by analyzing consumer purchasing behaviors, needs, and desires, a plan for the innovative design of the cheongsam can be developed. This study thus aims to explore the motivations and factors that influence the purchasing decisions of Chinese cheongsam consumers. Electronic questionnaires were distributed, and 50 responses with the necessary coverage and details were collected. Data analysis indicates that most respondents were aged 18-25, commonly referred to as Generation Z. Among the motivational factors considered, the beauty of Cheongsam emerged as the dominant factor followed by culture, celebrity influence, individuality, pursuit of fashion and as workplace requirement in that order. Regarding preferred patterns or design elements, customers tend to favor traditional patterns with auspicious meanings. This study thence recommends that cheongsam fashion designers can incorporate innovative design concepts, such as other Chinese cultural art forms (like paper cutting art and bamboo carving), to enhance the design and increase the acceptability of cheongsam products.
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© 2018 by Asian Journal of Arts and Culture, Walailak University. All rights reserved.
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