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Exploring Consuming Psychologies and Behaviors in Chinese Yi Ethnic Embroideries Product

Author

Listed:
  • Xiangyu Li
  • Mingxiang Xu
  • Guiping Li
  • Mingwu Zhou

Abstract

This research aims to explore customers’ consuming psychologies and behaviors of Chinese Yi ethnic embroidery products. The present study focuses on the effects among perceived value, brand image, purchase intention, customer satisfaction and word of mouth. By quantitative method, the study has built research model and analyzed research data primarily by using structural equation modeling. Eventually, this study has found some significant effects which can explain people’s purchase tendency of Yi embroidery products. Based on these results, the study has made some constructive suggestions.

Suggested Citation

  • Xiangyu Li & Mingxiang Xu & Guiping Li & Mingwu Zhou, 2016. "Exploring Consuming Psychologies and Behaviors in Chinese Yi Ethnic Embroideries Product," International Business Research, Canadian Center of Science and Education, vol. 9(3), pages 163-174, March.
    • Handle: RePEc:ibn:ibrjnl:v:9:y:2016:i:3:p:163-174
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    More about this item

    Keywords

    Chinese Yi embroideries; perceived value; brand image; purchase intention; customer satisfaction; Word of Mouth;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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