Title Page
Contents
ABSTRACT 9
Chapter 1. Introduction 11
1.1. Research Background and Motivation 11
1.2. Research Objectives and Significances 12
Chapter 2. Literature Review and Conceptual Framework 14
2.1. Need Recognition 14
2.2. Search for Information 16
2.3. Pre-purchase Alternative Evaluation (Evaluative Criteria) 17
2.4. Purchase Behavior 18
Chapter 3. Methodology 20
3.1. Questionnaire Development 20
3.2. Sample Design 22
3.3. Data Collection 23
3.4. Data Analysis 23
Chapter 4. Results and Discussions 25
Chapter 5. Conclusions and Implications 38
References 40
Appendix 42
〈Table 1〉 Mean Value of Each Need and Reliability Coefficients 24
〈Table 2〉 Difference in Functional Needs 26
〈Table 3〉 Differences in Experiential Needs 26
〈Table 4〉 Difference in Usage of Fashion Information Source 27
〈Table 5〉 Differences in Evaluative Criterion (part 1) 28
〈Table 6〉 Differences in Evaluative Criterion (part 2) 29
〈Table 7〉 Differences in Store Selection 30
〈Table 8〉 Difference in With Whom to Purchase Clothing 31
〈Table 9〉 ANCOVA Result of Difference in Functional Needs 32
〈Table 10〉 ANCOVA Result of Difference in Experiential Needs 32
〈Table 11〉 ANCOVA Result of Difference in Usage of Newspaper Advertising 33
〈Table 12〉 ANCOVA Result of Difference in Usage of Store Personnel and Displays 33
〈Table 13〉 ANCOVA Result of Difference in Usage of TV and Radio 34
〈Table 14〉 ANCOVA Result of Difference in Weights Put On Friends' Preference 35
〈Table 15〉 ANCOVA Result of Difference in Weights Put On Brand Name 35
〈Table 16〉 ANCOVA Result of Difference in Weights Put On Parents' Preference 36
〈Table 17〉 ANCOVA Result of Difference in Weights Put On Comfort 36
〈Table 18〉 ANCOVA Result of Difference in Weights Put On Cut/Fit 37
〈Table 19〉 ANCOVA Result of Difference in Weights Put On Fashion and Attractiveness 37