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Influence of Visual Complexity on Chinese Cultural Elements and Processing Fluency on Purchase Intention in Chinese Luxury Fashion Brands

The research examines the relationship between the degree of visual complexity and the purchase intention of Chinese consumer towards Chinese domestic luxury fashion brands. The study explores the shifting consumer preferences towards local luxury brands. The research aims to addresses a significant...

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Main Authors: Wang, Zheng, Ringah, Kanyan, Musdi, Shanat
Format: Thesis
Language:English
Published: UNIMAS 2024
Subjects:
NX Arts in general
Online Access:http://ir.unimas.my/id/eprint/46450/3/ThesisPhD_Wang%20Zheng.pdf
http://ir.unimas.my/id/eprint/46450/
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spelling my.unimas.ir-464502024-10-24T02:24:16Z http://ir.unimas.my/id/eprint/46450/ Influence of Visual Complexity on Chinese Cultural Elements and Processing Fluency on Purchase Intention in Chinese Luxury Fashion Brands Wang, Zheng Ringah, Kanyan Musdi, Shanat NX Arts in general The research examines the relationship between the degree of visual complexity and the purchase intention of Chinese consumer towards Chinese domestic luxury fashion brands. The study explores the shifting consumer preferences towards local luxury brands. The research aims to addresses a significant gap in the existing literature, specifically the limited study and understanding of how visual complexity impacts the purchase intentions of Chinese luxury fashion brands. It centres on a key element of brand identity, particularly the logomark—to investigate how the visual complexity of Chinese cultural elements affects processing fluency and, in turn, influences consumer purchase intention. The study is grounded in processing fluency theory and examines how the visual complexity of Chinese cultural elements impacts processing fluency (both perceptual and conceptual), the moderating role of prior exposure on this relationship, and the mediating effect of processing fluency on the purchase intention of Chinese luxury fashion items. Utilizing three quantitative surveys and overall, 545 participants for empirical investigation, as well as focus on the Chinese knot. The findings from the three studies indicate that visual complex elements have negative effect on processing fluency, and prior exposure has partial effect on visual complexity and processing fluency; the visual complexity both directly and indirectly impact on purchase intentions. These findings contribute theoretically to the processing fluency theory and the understanding of purchase intentions. The research significance offers practical guidance for practitioners such as brand managers and designers in handling the visual identity of Chinese luxury fashion brands. UNIMAS 2024-10-24 Thesis NonPeerReviewed text en http://ir.unimas.my/id/eprint/46450/3/ThesisPhD_Wang%20Zheng.pdf Wang, Zheng and Ringah, Kanyan and Musdi, Shanat (2024) Influence of Visual Complexity on Chinese Cultural Elements and Processing Fluency on Purchase Intention in Chinese Luxury Fashion Brands. PhD thesis, UNIMAS.
institution Universiti Malaysia Sarawak
building Centre for Academic Information Services (CAIS)
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sarawak
content_source UNIMAS Institutional Repository
url_provider http://ir.unimas.my/
language English
topic NX Arts in general
spellingShingle NX Arts in general
Wang, Zheng
Ringah, Kanyan
Musdi, Shanat
Influence of Visual Complexity on Chinese Cultural Elements and Processing Fluency on Purchase Intention in Chinese Luxury Fashion Brands
description The research examines the relationship between the degree of visual complexity and the purchase intention of Chinese consumer towards Chinese domestic luxury fashion brands. The study explores the shifting consumer preferences towards local luxury brands. The research aims to addresses a significant gap in the existing literature, specifically the limited study and understanding of how visual complexity impacts the purchase intentions of Chinese luxury fashion brands. It centres on a key element of brand identity, particularly the logomark—to investigate how the visual complexity of Chinese cultural elements affects processing fluency and, in turn, influences consumer purchase intention. The study is grounded in processing fluency theory and examines how the visual complexity of Chinese cultural elements impacts processing fluency (both perceptual and conceptual), the moderating role of prior exposure on this relationship, and the mediating effect of processing fluency on the purchase intention of Chinese luxury fashion items. Utilizing three quantitative surveys and overall, 545 participants for empirical investigation, as well as focus on the Chinese knot. The findings from the three studies indicate that visual complex elements have negative effect on processing fluency, and prior exposure has partial effect on visual complexity and processing fluency; the visual complexity both directly and indirectly impact on purchase intentions. These findings contribute theoretically to the processing fluency theory and the understanding of purchase intentions. The research significance offers practical guidance for practitioners such as brand managers and designers in handling the visual identity of Chinese luxury fashion brands.
format Thesis
author Wang, Zheng
Ringah, Kanyan
Musdi, Shanat
author_facet Wang, Zheng
Ringah, Kanyan
Musdi, Shanat
author_sort Wang, Zheng
title Influence of Visual Complexity on Chinese Cultural Elements and Processing Fluency on Purchase Intention in Chinese Luxury Fashion Brands
title_short Influence of Visual Complexity on Chinese Cultural Elements and Processing Fluency on Purchase Intention in Chinese Luxury Fashion Brands
title_full Influence of Visual Complexity on Chinese Cultural Elements and Processing Fluency on Purchase Intention in Chinese Luxury Fashion Brands
title_fullStr Influence of Visual Complexity on Chinese Cultural Elements and Processing Fluency on Purchase Intention in Chinese Luxury Fashion Brands
title_full_unstemmed Influence of Visual Complexity on Chinese Cultural Elements and Processing Fluency on Purchase Intention in Chinese Luxury Fashion Brands
title_sort influence of visual complexity on chinese cultural elements and processing fluency on purchase intention in chinese luxury fashion brands
publisher UNIMAS
publishDate 2024
url http://ir.unimas.my/id/eprint/46450/3/ThesisPhD_Wang%20Zheng.pdf
http://ir.unimas.my/id/eprint/46450/
_version_ 1814942173723885568
score 13.211869

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