Abstract:

The study aims to explore the impact of brand equity, fitness and consumer lifestyle for crossover branded clothing commodity on consumer purchase intention, hoping to be helpful for the relevant practitioners to conduct commodity development and crossover alliance; after understanding what the impact factors are on crossover branded clothing commodity purchased by domestic consumers, the following three points are organized:1.Understand whether consumer lifestyle impacts on consumer purchase intention when domestic consumers choose to purchase crossover clothing brands.2.Understand whether brand equity impacts on consumer purchase intention after domestic consumers choose to purchase crossover clothing brands.3. Understand whether crossover fitness impacts on consumer purchase intention after domestic consumers choose to purchase crossover clothing brands. This study adopted multiple regression, polynomial regression and response surface regression for analysis (sample size is 577 questionnaires), and the result showed that innovation and risk-taking, budgeting, crossover brand perceived quality, crossover brand loyalty and fitness on consumer purchase intention have positively significant impact. Positive impact of lifestyle on crossover brand purchase intention is only partially established. Positive impact of brand equity on crossover brand purchase intention is only partially established. Positive impact of fitness on crossover brand purchase intention is fully established. Key Words: Crossover Brand, Lifestyle, Brand Equity, Fitness, Taiwan.

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