The Influence of Living Abroad Experience on Clothing Benefits Sought and Brand Attitude

Abstract

This study is to examine whether those who have experiences of living abroad are influenced by overseas culture in their seeking of clothing benefits and brand attitude, to analyze and summarize the differences from those who have no such experience, and to ultimately present marketing opportunities and directions based on the analysis. Based on respected previous studies, factors affecting clothing benefits sought were selected and sub-factors were developed. Then, a survey questionnaire was prepared based on the selected factors/sub-factors, along with questions to ask responders to evaluate their experiences of living abroad. Men and women aged from 18 to 39 participated in the survey. According to the survey result, one's experience of living abroad had influences on their self-expression, brand attitude, and domestic and overseas brand preference as s/he experienced cultural diversity and developed more flexible attitude. The brand attitude was also influenced by the country in which a responder lived, but not by the staying period.