Abstract:

Obvious blindness and fragmentation phenomena exist in the present Chinese ethnic fashion apparel industry and brand construction. Factors affecting consumers’ consumption intention of Chinese ethnic fashion apparel were investigated in terms of consumers and products. By factors and structural equation modeling analysis, wide use of the functional theory of attitudes for reference, the effect of  consumers’ individual characteristics of Acculturation to Global Consumer Culture(AGCC), practical utility, brand origin and different design elements manifestations on consumer attitudes and spending intentions were identified. Findings show consumers’ characteristics of AGCC directly affec attitudes but incompletely affect consumption intention. Apparel practical utility is the most significant moderating factor. In addition, the experiment indicating that no significant different acceptance exists between two brands, but domestic brands bave more advantages than foreign brands in the Chinese ethnic fashion market. Consumers may prefer a subtle design ethnic apparel.

Key words: Chinese ethinc fashion apparel, consumption intention, consumers' acculturation to global consumer culture, practical utility, brand origin, Chinese design elements manifestation