| abstract |
| This study selected male students from China who were studying in Seoul and examined their purchasing behavior variables such as clothing purchase motives, purchasing information source, store evaluative criteria and clothing selection criteria and general clothing purchase patterns in order to understand Chinese male consumers. A total of 323 questionnaires were analysed by using frequency, mean, factor analysis, ANOVA, Duncan test, Cronbach`α with SPSS20.0.
It was found that their clothing purchase motives showed higher `social motives` as their grade was higher and length of their stay in Korea was longer. In their use of source of clothing purchase information, they viewed `purchasing experience and factors of observing others` as important as the length of their stay in Korea was longer and their monthly expenses for clothing were higher.
In the factors of store selection standards, importance of convenient environmental factor of choosing a product in a store was highest and in the factor of clothing selection criteria, brand reputation or external/quality factor containing a product trend` was highest. Their satisfaction with Korean clothing products was highest in product trend. It is considered that these results will be available in understanding male consumers` clothing purchase behaviors in China for our fashion industries which exported cheap and stock clothes to China in the past and also provide meaningful suggestions in planning products and developing promotion and sales strategies. |
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| Key Words |
| 중국남자유학생, 의복구매행동, 의복선택기준, Chinese international male students, Clothing purchase behavior, Clothing selection criteria |
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