How does Phygital affect consumer behavior in the Chinese clothing industry
YEUNG, SZE YIN (2022)
YEUNG, SZE YIN
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022121630425
https://urn.fi/URN:NBN:fi:amk-2022121630425
Tiivistelmä
In recent years, the consumption habits of Chinese consumers have been changed due to the epidemic situation and technological progress. Nowadays, Chinese consumers tend to choose the combination of online stores and physical stores when choosing consumption channels. Therefore, many brands focus more on e-commerce integration and bringing consumers a zero-distance, technology-driven in-store experience. This type of consumer model is defined as phygital, which refers to the concept of using technology to connect the real and digital worlds in order to provide users with a unique interactive experience.
The purpose of this thesis was to obtain a deeper understanding of the concept of the phygital consumer channel and know how it applied in the Chinese clothing industry. Furthermore, this thesis sought to comprehend how social media and e-commerce platforms had changed under phygital marketing. Also, the study aimed at discovering how the phygital mode influences consumer behavior and consumer’ decision-making process.
The theoretical part of the thesis discusses the current status, market size, and industry chain of the Chinese clothing industry. The concept of phygital is further explained by the 7Ps marketing theory and different technologies that use the phygital concept to create a consumer with unique phygital experiences. The study also discusses several needs of today’s customers that can be responded to by phyigtal, how their consumer behavior changes because of phygital and how phygital influences the consumer decision-making process. In the empirical research part, the researcher selected a quantitative research approach, and the research was conducted as an online questionnaire. The questionnaire was designed to collect data about the Chinese consumers’ consumption habits and behaviors as well as their experience and interest in phygital marketing.
The results of the research show that the Chinese consumers preferred shopping in both online and offline platforms, and that they preferred the consumption model of phygital. Also, they could save time and efforts when shopping online and they could find good prices from live shopping streaming. In addition, the consumers preferred shopping in physical shops as they could try clothes on. These factors affected their decision-making process and changed their consumption behaviors. Moreover, the Chinese consumers seemed lacking the phygital experience and they were interested in the phygital experience.
The purpose of this thesis was to obtain a deeper understanding of the concept of the phygital consumer channel and know how it applied in the Chinese clothing industry. Furthermore, this thesis sought to comprehend how social media and e-commerce platforms had changed under phygital marketing. Also, the study aimed at discovering how the phygital mode influences consumer behavior and consumer’ decision-making process.
The theoretical part of the thesis discusses the current status, market size, and industry chain of the Chinese clothing industry. The concept of phygital is further explained by the 7Ps marketing theory and different technologies that use the phygital concept to create a consumer with unique phygital experiences. The study also discusses several needs of today’s customers that can be responded to by phyigtal, how their consumer behavior changes because of phygital and how phygital influences the consumer decision-making process. In the empirical research part, the researcher selected a quantitative research approach, and the research was conducted as an online questionnaire. The questionnaire was designed to collect data about the Chinese consumers’ consumption habits and behaviors as well as their experience and interest in phygital marketing.
The results of the research show that the Chinese consumers preferred shopping in both online and offline platforms, and that they preferred the consumption model of phygital. Also, they could save time and efforts when shopping online and they could find good prices from live shopping streaming. In addition, the consumers preferred shopping in physical shops as they could try clothes on. These factors affected their decision-making process and changed their consumption behaviors. Moreover, the Chinese consumers seemed lacking the phygital experience and they were interested in the phygital experience.