Abstract: The objective of this study is to examine the differences fashion innovators and non-fashion innovators in their fashion consumption behavior in terms of their pre-purchase behavior, purchase behavior and post purchase behavior. The questionnaire was distributed to a female college student for data collection for achieving the objective of the first part of the study. Question-related to fashion innovativeness and fashion consumption behavior was asked. The sample was comprised of 81 college females ages 18 through 30 who were attending Business Management degree. A series of attitude questions was used to categorize respondents on the Innovativeness Scale. 32 respondents with a score of 21 and above were designated as Fashion innovators and the remainder (49) as Non-fashion innovators. Findings showed that there exist significant differences between innovators and non-innovators in their fashion consumption behavior. Data was analyzed through frequency distribution table. Many differences were found in the behavior of innovators and non-innovators in terms of their pre-purchase, actual purchase, and post-purchase behavior.
Abstract: The consumption capability of people in China has
been a big issue to tourism business. Due to the increasing of China
tourists, Taiwan-s government rescinded the category of people in
China and opened up the non-stopped airline from China to Taiwan.
The “one-day traveling style between China and Taiwan" has formed,
hoping to bring business to Taiwan. Night market, which shows
foreigners the very local character of Taiwan, contains various
merchandise for consumers to purchase. With the increasing numbers
of non-stopped airline, visiting Taiwan-s night markets has also been
one of major activities to China-s tourists. The purpose of the present
study is to understand the consumer behavior of China tourists in
tourist night markets in Taipei and analyze that if their shopping
motives cause the different shopping behaviors and post-purchase
satisfaction and revisiting intention. The results reveled that for the
China tourists, the motives of significant influence to the shopping
behaviors. Also, the shopping behaviors significant influence to the
whole satisfaction and the whole satisfaction significant influence to
post-purchase behavior.