A Study on the Influence of Perceived Value of Clothing Colors on Purchase Intention from an Emotional Perspective

DOI

10.2991/978-94-6463-572-0_12How to use a DOI?

Keywords

Emotional Perspective; Perceived Value of Clothing Colors; Purchase Intention

Abstract

This study aims to explore the relationship between perceived value of clothing color, emotions, and consumers’ purchase intentions. Through empirical analysis, it was found that the perceived value of clothing color can significantly and positively affect consumers’ arousal and pleasure(valence), and these emotional states significantly and positively impact consumers’ purchase intentions. The results indicate that clothing color can directly enhance consumers’ emotional states and further promote purchase intentions through the enhancement of emotions, highlighting the key role of emotions in consumption decisions. Mediation tests demonstrated that the impact of perceived color value on purchase intentions is not direct but mediated by emotions, further emphasizing the importance of emotions in consumer behavior. This study provides a new perspective for understanding the relationship between clothing color, emotions, and purchase intentions, and offers useful guidance for brands and retailers on how to effectively use color strategies in design and marketing to enhance consumers’ shopping experience and willingness to buy.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Mingxin Tian
AU  - Yang Xi
AU  - Jiawei Chen
PY  - 2024
DA  - 2024/11/19
TI  - A Study on the Influence of Perceived Value of Clothing Colors on Purchase Intention from an Emotional Perspective
BT  - Proceedings of the 3rd International Conference on Financial Innovation, FinTech and Information Technology (FFIT 2024)
PB  - Atlantis Press
SP  - 106
EP  - 115
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6463-572-0_12
DO  - 10.2991/978-94-6463-572-0_12
ID  - Tian2024
ER  -