Fashion Customer’s Purchase Intent Research Based on Natural Observation in Store

Wang Huan, Lu Cheng

Abstract


Using naturally observation investigation method, 72 groups of customers who are shopping in department store have been observed and analyzed. According to the data, the relationship between shopping actions and shopping result has high correlation. 5 kinds of shopping actions show correlativity with purchase result. Finally, ‘IL–IT evaluation mode’ is set out to measure consumer purchase intent.


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DOI: https://doi.org/10.5430/sass.v2n2p28

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