Abstract

In the consumer purchase decisions as the starting point, as China and Kazakhstan reached agreement on the implementation of the "Belt and Road" strategy, a large number of fashionable consumer goods in China entered Kazakhstan and enriched the consumer market in Kazakhstan, also changed people's consumption concept in Kazakhstan. In order to obtain a comprehensive and effective research results, the data obtained through the market research were analyzed by using the software of SPSS 20.0 to evaluate the reliability and validity of the data and the fitting degree of the model. Through the confirmatory factor analysis and path analysis of the model, the relationship between the latent variables in the model is obtained, And the results of the investigation and the theoretical analysis are analyzed and studied in detail so as to put forward a positive research proposal to better promote the long-term prosperity of the consumer market of fashion goods in Kazakhstan under the new situation.

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