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1、原文出处：Hsiu-JuHsuandLeslieDavisBurns.ClothingandTextilesResearchJournal[J].ZhejiangUNIV，2002，20（2）：246～252.ClothingEvaluativeCriteria:ACross-NationalComparisonofTaiwaneseandUnitedStatesConsumersAbstractTaiwaneseandUnitedStatescollegewomenwerecomparedregardingtheimportancetheyplace
2、dontheevaluativecriteriatheyusedwhenpurchasingaspecificclothingitemforthemselves.OnehundrednineteenTaiwaneseand84UnitedStatescollegewomencompletedself-administeredquestionnaires.Seven-pointscaleswereusedtomeasuretheimportanceof12clothingevaluativecriteria:fabric,comfort,size/fit
3、,quality,locationofmanufacturer,color,howpleasingitwastoothers,brandname,appropriatenessforcampuswear,price,style,andcoordinationwithotherclothing.Thefindingsindicatedthattheimportanceplacedonclothingevaluativecriteriawasverysimilarbetweenthetwogroups.Inaddition,thesize/fitcrite
4、rionwasfoundtobethemostimportantcriterionforbothgroups.Cross-nationalcomparisonstudies,suchasthisone,thatfocusontheconsumerdecision-makingprocessmayprovideimportantinformationtomarketersintheirdevelopmentofinternationalmarketingstrategies.KeyWordsconsumerbehavior；consumerdecisio
5、n-making；evaluativecriteria；cross-nationalTheinternationalmarketingofAmericangoodsandservicesisofincreasingimportancetotheUnitedStateseconomy(Husted,Varble,&Lowry,1992).Inordertobesuccessfulintheglobalmarket,anunderstandingisnecessaryregardingtheextenttowhichconsumersfromdiffere
6、ntnationsevaluategoodsandservices.Basedontheresultsofnumerousstudies,modelshavebeendevelopedtoserveasframeworksfortheexplanationaswellaspredictionofthecomplexitiesofconsumerbehavior.OnesuchmodelistheEngel,Kollat,andMiniard(EKM)modelofconsumerdecision-making(Engel,Blackwell,&Mini
7、ard,1995).TheEKMmodelincludesfourstagesofconsumerdecision-making:(1)informationinput(2)informationprocessing,(3)thedecisionprocess(4)variablesinfluencingthedecisionprocess;themodel“isbasedonlearningprocesses,withemphasisupontheinformationsearchprocess”(Zaltman&Wallendorf,1979,p.
8、541).Authors’Addresses:Hsu,Hsiu-Ju,Departmentof
