Determinants of Purchase Intent and Behavior of Male Generation Y Consumers in Fast Fashion Sector in Chengdu, China
DOI:
https://doi.org/10.14456/shserj.2025.23Keywords:
Fast Fashion Industry, Generation Y, Purchase Intention, Purchase Behavior, Chinese MarketAbstract
Purpose: This study explores the factors impacting male Generation Y consumers' purchase intention and behavior in the fast fashion market in Chengdu, China. It establishes a conceptual framework that elucidates the interconnections among brand, perceived quality, attitude, loyalty, trust, purchase intention, and purchase behavior. Research design, data, and methodology: A total of 500 questionnaires were distributed to male individuals belonging to Generation Y and living in Chengdu. The distribution of questionnaires was conducted in a manner that ensured representation from the consumer population who had prior purchasing experience with three specific brands, namely UNIQLO, ZARA, and GAP. To evaluate the model fit, reliability, and validity of the constructs, the researchers utilized confirmatory factor analysis (CFA). Structural equation modeling (SEM) was applied to test hypotheses. Results: The study's findings demonstrated that brand, attitude, loyalty, and trust was pivotal in shaping customers' purchase intentions. In addition, trust and purchase intention significantly impact purchase behavior. Nevertheless, perceived quality has no significant impact on purchase intention. Conclusions: This research provides valuable insights into the dynamics of male Generation Y consumers within Chengdu's fast fashion industry, which sheds light on the driving forces behind their purchase intentions and behaviors.
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