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U.S. Consumers' Attitudes, Preferences, and Buying Behaviors Toward Modern Qipao.

Record Type:	Electronic resources : Monograph/item
Title/Author:	U.S. Consumers' Attitudes, Preferences, and Buying Behaviors Toward Modern Qipao./
Author:	Chao, Lynnanne.
Description:	1 online resource (83 pages)
Notes:	Source: Masters Abstracts International, Volume: 85-01.
Contained By:	Masters Abstracts International85-01.
Subject:	Fashion. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30318763click for full text (PQDT)
ISBN:	9798379904548

U.S. Consumers' Attitudes, Preferences, and Buying Behaviors Toward Modern Qipao.
Chao, Lynnanne.

U.S. Consumers' Attitudes, Preferences, and Buying Behaviors Toward Modern Qipao. - 1 online resource (83 pages)

Source: Masters Abstracts International, Volume: 85-01.

Thesis (M.S.)--Washington State University, 2023.

Includes bibliographical references

With the advent of multicultural and international fashion, Qipao has become a symbol of cultural identity, social status, and aesthetic value. Despite current knowledge of Qipao design and elements, few studies have examined how fashion trends can incorporate modern Qipao. The purpose of this study is to investigate U.S. Generation Z consumers' attitudes, preferences, and buying behaviors for redesigned Qipao following 2023 fashion trends, (a) exploring the significant design preferences of consumers for modern Qipao, (b) analyzing their attitudes toward modern Qipao; (c) understanding their purchase intentions. The researcher created and presented to participants in the study five modern Qipao designs incorporating fashion trends and details, each having traditional Chinese elements. Using a quantitative approach, this paper studied consumers' preferences and intentions toward modern Chinese Qipao were studied through and background knowledge. The results suggest that elements of modern Qipao (A), including wavy sleeves and double slits, and a transparent corset, can be incorporated into future modern Qipao designs,. Moreover, participants ranked the designs and provided reasons for their ranking decisions, with silhouette and textile/fabric choices being significant factors. The study also found that consumers were interested in modern design details and techniques, such as the back cutout detail, water-drop collar design, and laser-cut leather design, receiving the highest ratings. The results also show that modern Qipao designs (C), (D), and (E) had a higher potential for marketing success than (A) and (B). Furthermore, participants were willing to pay more for the modern Qipao (E) due to its unique pants outfit design and additional items. Thus, the study indicates that traditional Qipao designs with innovative elements have a high potential for marketing success among young U.S. consumers, and design preferences are not directly related to purchase intentions. Overall, this study explores how Qipao can incorporate contemporary fashion trends and technology, thus pointing out modern Qipao's future direction and potential.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2023

Mode of access: World Wide Web

ISBN: 9798379904548Subjects--Topical Terms:

549143
Fashion.
Subjects--Index Terms:

Apparel designIndex Terms--Genre/Form:

542853
Electronic books.

U.S. Consumers' Attitudes, Preferences, and Buying Behaviors Toward Modern Qipao.
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