Three groups of contributions were made with this study. Regarding theoretical contributions, the Fishbein Behavioral Intention Model was tested for its cross-cultural applicability. More importantly, the Fishbein Behavioral Intention Model was extended by adding personal cultural preference. Regarding methodological contributions, two measures of personal cultural preference were developed and applied, which provided valuable suggestions for further improvement of the measure of personal cultural preference. Besides, the survey method used in this study, distributing questionnaires throughout the Chinese educational system, illustrated a means for conducting research in China. With respect to practical contributions, the findings in this study can benefit American clothing manufacturers and international trade of US clothing.