||In recent years, as Korean culture has become popular in Taiwan, Korean clothing has become more and more popular with consumers in the Taiwan market. Even if the price is more expensive, it still attracts consumers to purchase. Taiwanese companies have also launched the Korean style that flaunts the Taiwanese system. There are also apparel companies importing Korean-style clothing made in the Chinese mainland in an attempt to seize this "Korea-Style" apparel business opportunity.
In 2017, the United States experienced a wave of bankruptcy in the retail industry. In 18 companies, the apparel retail industry reached 60%. Although Taiwan has not experienced such a closure, it is also worthwhile for Taiwan's clothing industry to think about it and transform and innovate as soon as possible. According to the statistics of Taiwan's consumer online shopping, which was as high as 45% in 2017, it shows a new type of retail trend in recent years. The combination of physical sales channel and internet sales channel is more attractive to consumers.
This study takes the students of Datong University as the research object, and mainly discusses the influence of manufacturing countries and sales channels on consumers’ purchase intentions, and distinguishes the self-construal of consumers: independence and dependence as interference variables. the study. A total of 360 people participated in the survey, and 286 valid questionnaires were collected after recovery and recycling (Source: Korea, Taiwan, China) X 3 (Access: Internet sales channel, no physical access, Physical sales channel, no internet sales channel, Internet sales channel, and physical sales channel) X 2 (self-construal: independence self-construal, inter-dependence self-construal).
In this study, SPSS (Statistical Product and Service Solutions) software was used for statistical analysis and calculation, and then the results of the analysis were compared based on reliability analysis, descriptive statistical analysis and variance analysis. The results of this study are: (1) The manufacturing source country has a significant influence on the consumer's purchase intention; (2) The sales channel has a significant impact on consumers' purchase intention; (3) The self-construction disturbance influences the purchase intention of the manufacturing source country to consumers. Not significant, no interference effect; (4) Self-construal interference has no significant effect on the purchasing intention of manufacturing source countries to consumers, and has no interference effect.