摘要
Generation X (Xers) is a group of people born between 1961-1981. They grew up in an era of technology, in which they have more chances to access the internet for information than the previous generation (Baby boomers). In this study, the reasons of setting up a fashion web site and its barriers are investigated. Besides, the behavior and attitude of Xers on the internet fashion marketing and the impact of fashion web site (FWS) on Xers was examined. As the internet fashion marketing in Hong Kong is not a full fiedged marketing tool to Xers in the mean time, recommendations about how to design an attractive FWS to Xers have been given.
Generation X (Xers) is a group of people born between 1961 - 1981. They grew up in an era of technology, in which they have more chances to access the internet for information than the previous generation ( Baby boomers). In this study, the reasons of setting up a fashion web site and its barriers are investigated. Besides , the behavior and attitude of Xers on the internet fashion marketing and the impact of fashion web site (FWS) on Xers was examined. As the internet fashion marketing in Hong Kong is not a full fledged marketing tool to Xers in the mean time, recommendations about how to design an attractive FWS to Xers have been given.
