Exploring Consuming Psychologies and Behaviors in Chinese Yi Ethnic Embroideries Product

Xiangyu Li, Mingxiang Xu, Guiping Li, Mingwu Zhou
2016 International Business Research  
<p>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
more » ... f Yi embroidery products. Based on these results, the study has made some constructive suggestions.</p>
doi:10.5539/ibr.v9n3p163 fatcat:mry76go5iveipbyud3ur44d4ja